Hyderabad-based label Kalon Art Jewellery has partnered with AI ‘Bollywood’ influencer Naisha Bose to launch its latest collaborative campaign titled ‘Kalon x Naisha.’ The promotion is designed to harness digital storytelling to connect with shoppers and launch the brand’s new jewellery collection ‘Wildfire.’
“With Naisha Bose, we’ve found the perfect brand collaborator for our Wildfire collection,” said Kalon Art Jewellery’s creative director and founder Samyuktha Valluru in a press release. “She is a digital pioneer whose bold presence mirrors our design philosophy. This partnership represents our commitment to pushing boundaries in both craftsmanship and marketing. As the jewellery world evolves, we’re proud to lead the conversation by embracing AI to connect with the next generation of consumers.”
The Wildfire line draws on themes of passion and transformation, with the brand positioning Naisha as the embodiment of its bold, avant-garde aesthetic. With this move, Kalon Art Jewellery announced it has become one of the first Indian jewellery labels to integrate an AI-generated influencer into a high-concept marketing campaign.
The campaign was developed in collaboration with Amazing Indian Stories, the AI content studio behind Naisha’s upcoming feature film. “Kalon Art Jewellery’s decision to collaborate with Naisha speaks volumes about their visionary approach,” said the Amazing Indian Stories team. “This isn’t just advertising; it’s a cultural moment where luxury welcomes digital innovation. What makes this partnership extraordinary is the perfect alignment of values: both Kalon and Naisha represent boldness, innovation, and future-forward thinking.”
Kalon Art Jewellery has worked with Bollywood celebrities including Samantha Ruth Prabhu, Bhumi Pednekar, and Kalki Koechlin in previous campaigns. The brand retails from its direct to customer e-commerce store.
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