How Amitabh Bachchan helped a south Indian jewellery chain become a national success ...Middle East

In 2012, Kalyanaraman (TS Kalyanaraman, chairman of Kalyan Jewellers) readied a war chest of Rs90 crore ($14.1 million) to launch a marketing campaign that would take the company beyond the southern markets.It was not an easy decision.His cousin Anantharaman recounts his conversation with Kalyanaraman about this. “We were in Kenya for my nephew’s wedding. The whole family, including Kalyanaraman and his two sons, were there. One day, while the others were out on a safari, Ramani and I got talking. That’s when he told me, ‘I have signed on Amitabh Bachchan and am spending so much money.’ I asked him how he had the strength and the guts to do what he had. He looked this way and that, and said,

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