Candere, a lifestyle jewellery brand from Kalyan Jewellers has signed Bollywood actor Shah Rukh Khan as its brand ambassador.

With this association, the brand aims to expand its presence in the men’s jewellery category and banking on the actor’s popularity with Indian audiences across all age groups to boost sales.

Khan will feature in the brand’s multimedia campaigns spanning across digital, television, print, and in-store experiences.

Commenting on the association, Ramesh Kalyanaraman, director of Candere in a statement said, “In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant to today’s audience. His presence will help us articulate the idea that Candere’s jewellery is no longer just about adornment – it’s a thoughtful, personal expression of identity and intent.”

Shah Rukh Khan added, “Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today.”

Candere retails its jewellery through its e-commerce platform and over 75 retail stores across India.

Author Credits- Maverick Martins, FASHION NETWORK