Kerala-based Manappuram Group has entered the jewellery retail business with its trademark Manappuram Jewellery. The Group has gained tremendous insight and expertise in gold through its gold business over 60 years. Manappuram Jewellery is aggressively expanding in South India with a target to open 50 showrooms in the next five years.
For the launch of the third Manappuram store in Bangalore, the company was looking to maximise visibility, break the clutter and create awareness for the brand and the Jayanagar showroom.
The Group has roped in MOMS Outdoor Media Services (MOMS) as its outdoor partner for Manappuram Jewellery. MOMS has used ambient media for the first time for the launch of a jewellery showroom, along with traditional outdoor media and radio. The agency used the strategic location of the showroom creatively to gain traction. For MOMS, the challenge was to communicate the core messaging of the brand (Pure 916 gold) through innovative outdoor planning and execution.
For this, MOMS opted for a new creative only for the outdoor campaign, which represented the look and texture of pure gold with the core USP of the brand. This was designed by the agency’s creative team. To communicate the purity of Manappuram 916 gold, the hoardings were creatively designed to give a gold feel, which would communicate the purity of Manappuram gold. This was very different from the typical format of model showcasing the jewellery, as is the norm. The client got enough space to be able to communicate the brand propositions.
To create buzz for the showroom launch and to get more walk-ins at the showroom, an innovative teaser activation was designed. Dummy sacks of gold coins were placed in strategic locations in and around major locations in Jayanagar. Three bouncers were placed around the sacks to communicate the authenticity of the gold, which needed protection. This activation was taken a step further by broadcasting it on radio.
Yusuf, DGM of MOMS, said, “This was a different and refreshing route planned by the Bangalore team, which is not a common practice in the jewellery industry. Senior Business Manager Shyam guided the team and understood the need gap of the client very well. Malls in Bangalore and BMTC bus depot in Jayanagar co-operated very well with us as it was a first of its kind initiative.”