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Rajkamal Pandey Senior Group Head

Case Study

A Luxury Jewellery Brand's Festive Collection Wins Hearts in South India


Renowned for its impeccable craftsmanship, intricate designs, and uncompromising product quality, a distinguished jewellery brand faced a formidable challenge in the uncharted market of Tamil Nadu, India. Despite its presence, it grappled with the perception of being an outsider in the face of local competition. The brand sought to not only establish a meaningful connection with the local population but also elevate its brand equity.

The campaign aimed to cultivate a cultural brand relevance while unveiling an exquisite festive collection and increasing revenue in Tamil Nadu, a thriving market for gold ornaments.

The impact on business was extraordinary as sales soared in the 40-50 gm and 50 gm+ categories; 64% of new and 38% of repeat buyers from Tamil Nadu chose the collection.

Bridging the gap between tradition and modernity, the campaign solidified the brand's prestigious position in this elite market.

Read the complete case study to know more about the brand's extraordinary journey.

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