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KALYAN JWELLERS

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INTRODUCTION

Kalyan Jewellers is India's one of the

renowned names in the Jewellery segment.

The reason of their popularity is because they

have consistently talked about their brand in

the media.

A south India based company, which has more

than 30 stores in South India recently

launched a store in Ahmedabad, Gujarat

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Core Brand Value

Brand Kalyan is built on the fundamentals of

customer education, best quality, fair and

transparent price, service levels never seen

before in the industry and constant innovation

in the interest of the customer

They did a smart move of signing Mr.

Amithabh Bachhan as a Brand Ambassadorwhen they planed to launch in Gujarat

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Two Main reasons of having Mr. Bachhan as abrand ambassador:

1) The biggest reason is that Mr Bachchan as an

individual which matches to perfection thebrand Kalyan's attributes

Mr Bachchan again has lived a life which is

the right balance between old-worldprinciples and virtues and contemporarystyle and innovation

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A press release issued by the jewellers quoted

Amitabh Bachchan as saying that throughout

my career I have been very selective about

aligning myself with brands. Kalyan Jewellers

are an iconic jewellery brand with a great

heritage and strong presence in South India. I

am overwhelmed to partner with them andrepresent the brand across India.

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They expected that the association to give will

give them an instant brand identification and

recall and clear differentiation from day one.

Coming to second reason :

Mr. Bachhan is brand ambassador for the

Gujarat Tourism and people of Gujarat can

relate to him very well.

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Again Going back to core values..!!

As we look at its tvcs they have tried to highlightthe core value i.e. Customer Awareness

Three major facts they highlight are :

BIS 916 Gold - Kalyan stocks and sells only 100 %BIS 916 Hallmarked Gold.

IGI CERTIFIED DIAMONDS - Kalyan diamonds arecertified by the worlds most trusted name forexpert grading of diamonds.

RATE TAG - Each and every ornament will have aRate tag which clearly shows its VA (Makingcharge + Wastage).

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Video 1

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Now coming to advertising part they have

used one of the most tried and tested concept

A marriage in Indian culture is

always synonymous with the Gold.

The consumer in this advertisement being

parents and middle aged individuals will tend

to relate with TVC

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The TVC also delivers the brand message and promisethey make to customer:

It talks about the benefits of BIS marked Gold, in a wayintends that Kalyan Jewellers sells only BIS marked

Gold. This information led TVC creates a segment-specific

awareness rather than a particular brand (in this caseKalyan Jewellers) specific.

People in India still buys Gold from the known sources(or a trusted brand), so it is feared that people will askabout this particular standard Gold form theirrespective brands/ shops etc.

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They have dedicate TVCs for south region in

their local language, but for Ahmedabad

launch they went for a nationalized ad in

Hindi, Extending their one of the teasers.

Video 2

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Not just that they tied up with local cablenetwork(Incable net) which talked about thekalyan jwellers for almost two days before the

launch The local channel has shown the live telecast

of the whole immigration function thathappened at ahmedabad.

They have also utilized bus stand spaces verywisely for putting up their hoardings

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Same print ads

..

Just the language usedare regional

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After a suucessful launch in ahmedabad they

launched the store in Rajkot

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Kalyan on Facebook

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Kalyan jwellers have successfully maintained

their presence in Social Media.

Let it be Display of designs, Contests, Picture

sharing, Greetings everything is there..!!

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Twist in the tail

Their endorsement

contact with Susmita

Sen was getting over

and they cashed on thisopportunity by signing

Mrs Aishwarya Rai

Bachhan, so the south

connection as well asBacchan connection

worked well

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Medium Covered for Advertising

Print Ads

TVC

Social Media Big Launch Activities