KALYAN JWELLERS

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

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 Ambassador when they planed to launch in Gujarat

 Two Main reasons of having Mr. Bachhan as a brand ambassador: 1) The biggest reason is that Mr Bachchan as an individual which matches to perfection the brand Kalyan's attributes Mr Bachchan again has lived a life which is the right balance between old-world principles and virtues and contemporary style and innovation

 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 and represent the brand across India.

 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.

Again Going back to core values..!!

As we look at its tvcs they have tried to highlight the 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 are certified by the worlds most trusted name for expert grading of diamonds. RATE TAG - Each and every ornament will have a Rate tag which clearly shows its VA (Making charge + Wastage).

 Video 1

 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

 The TVC also delivers the brand message and promise they make to customer: It talks about the benefits of BIS marked Gold, in a way intends that Kalyan Jewellers sells only BIS marked Gold. This information led TVC creates a segment-specific awareness rather than a particular brand (in this case Kalyan Jewellers) specific. People in India still buys Gold from the known sources (or a trusted brand), so it is feared that people will ask about this particular standard Gold form their respective brands/ shops etc.

 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

 Not just that they tied up with local cable network(Incable net) which talked about the kalyan jwellers for almost two days before the launch The local channel has shown the live telecast of the whole immigration function that happened at ahmedabad. They have also utilized bus stand spaces very wisely for putting up their hoardings

 Same print ads ..

Just the language used are regional

 After a suucessful launch in ahmedabad they launched the store in Rajkot

Kalyan on Facebook

 Kalyan jwellers have successfully maintained their presence in Social Media. Let it be Display of designs, Contests, Picture sharing, Greetings everything is there..!!

Twist in the tail

Their endorsement contact with Susmita Sen was getting over and they cashed on this opportunity by signing Mrs Aishwarya Rai Bachhan, so the south connection as well as Bacchan connection worked well

Medium Covered for Advertising

Print Ads TVC Social Media Big Launch Activities