Shaping Exclusive Brilliance for Jewellery Brand's Expansion - Kamadhenu Jewellery
Spotlight-ing Kamadhenu
Established in 1970, Kamadhenu Jewellery is a revered brand known for design excellence and craftsmanship. As it geared up to celebrate 50 years, it faced the dual challenge of launching in Chennai city while simultaneously repositioning to appeal across socio-economic classes. One MG tackled this task by reimagining the brand positioning while orchestrating an integrated marketing campaign across ATL, BTL, and social media platforms.
What We Did For the Brand
- TVC
- Radio Ads
- Print Ads
- BTL Campaigns
- Branding
- Social Media Marketing
Television Commercial
- A television commercial was created for the brand to promote their gold savings scheme. With an insight that most scheme related ads are laden with boring, confusing details, we focused instead on what customers could win, communicated through the joy of winning and executed with the objective of making customers curious about the scheme.
- Aimed at multiple age groups/demographics, the ad revolved around the happiness the scheme brought and its infectiousness. A catchy tune and fun dance steps ensured a better mind recall.
Radio Jingle
- A radio jingle was developed on the lines of the television commercial for greater reach across different target audience.
Print Ads
- A print ad campaign revolving around the brand’s strengths of exquisite designs, impeccable craftsmanship and a unique legacy of tradition was conceptualized for a better connect with the Chennai audience.
BTL Campaign
- Kamadhenu’s go-to-market campaign began with multiple BTL collaterals including pamphlets, outdoor signage, event kiosk, standees, danglers executed as a bilingual campaign (Tamil and English) to appeal to both the masses and classes.
- The communication was designed in line with their brand positioning and largely centred around the gold savings scheme and golden jubilee offers.
- An SMS campaign was developed targeting new and existing customers to communicate about the gold schemes and offers in a piecemeal manner.
Social Media Marketing
- A social media strategy was devised to build quality static and motion graphic content and publish it periodically across Facebook to enhance the brand image and improve brand perception.
- Content buckets were created around the brand’s USP of design excellence, golden jubilee celebrations, current jewellery trends and gemstones education.
- A combination of organic and paid promotion campaigns with consistent messaging helped increase the reach of the brand, enabling better engagement with the target audience and positive recall.
Branding
- A brand identity and concept was developed for jewellery collections launched by Kamadhenu, in line with the kind of jewellery in the collection, the target audience and the overall brand positioning of the parent brand.
