Established in 1970, Kamadhenu Jewellery is a premier jewellery brand, trusted and recognized for their design excellence, craftsmanship and innovation in designs and processes.
Located in Avadi in Chennai suburbs, Kamadhenu Jewellery was looking to launch in Chennai city and wanted to reposition the brand in a way that would appeal to both their audience base. Our challenge was to create marketing communication that would connect across socio-economic classes.
In addition, Kamadhenu was gearing up for gala celebrations for their 50th year with promotions on exchange of old gold jewellery, a gold savings scheme wherein one instalment was paid for the customer, contests in which 30 winners got the rest of their instalments free, offers for reduced gold wastage, pre- GST bonanza, etc. One MG was required to break down these confusing discount schemes and communicate their offerings through simple, memorable messages.
One MG sought to rethink the brand in a way that would make it look exclusive and improve its perception among the classes and masses. An integrated marketing campaign with ATL, BTL and social media marketing was strategized around Kamadhenu’s 50th anniversary celebrations to launch the brand across Chennai and communicate about these promotions through catchy, comprehensible messages for a wider reach.