Diwali season is a busy time for various categories, especially jewellery brands. The market is flooded with offers as brands seek to woo consumers amid tough economic conditions.
T Nagar and Ranganathan Street, the popular shopping hub in Chennai is witnessing a surge of shoppers. Lined with numerous jewellery and textile shops, creating differentiation and draw customers is a huge challenge. Situated in this shopping hub is jewellery brand NAC Jewellers, which has rolled out a diamond promotional offer campaign to woo buyers.
Elaborating on the campaign, P Leela Ram, Partner & Creative Director, Chirpy Elephant, which created the campaign said, “We feel that in the South the demarcations have been blurred for a while now and clear positioning and aspiration signals need to be sent out to potential buyers. So, the way we have packaged the brand is more upmarket and classy, being relevant to sensibilities of both sets of traditional and progressive consumers.”
The premium jewellery brand has launched a diamond promotional offer campaign, which aims to peg diamonds as more premium offering than traditional gold jewellery. The campaign, which was unveiled in mid-October, will continue till mid-November.
The objective behind the campaign is to reinforce the fact that every woman is precious and that they should aspire for the most precious of gems/ jewellery, explained Ram, adding, “With Diwali also coinciding with the promo period, it gives a valid excuse for shoppers to pick up diamonds and make the celebrations even grander.”
The star offer includes a discount of 7.5 per cent on platinum jewellery on the purchase of diamond jewellery.
Commenting on the initiatives, N Anantha Padmanabhan, MD, NAC Jewellers said, “Various initiatives have been taken for gold jewellery, mostly for branding and partly on the promotion side. Exclusive branding activities are being carried out for children that showcase a range of jewellery from newborns to 12 year olds. This apart, there are Vintage Collections, Bridal range for the wedding season and Breezee range of light weight jewellery for progressive young women.”
“We are also looking at event sponsorships to reach out to the consumers, provided the brand can meaningfully partner and leverage from such initiatives,” Padmanabhan added.
The brand is using print (magazines), direct mailers, radio, TV, OOH, mulitplex branding, in-store and online platforms for its communication activities.