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Established in 1970, Kamadhenu Jewellery is a premier jewellery brand, trusted and recognized for their design excellence, craftsmanship and innovation in designs and processes.

Challenge

Located in Avadi in Chennai suburbs, Kamadhenu Jewellery was looking to launch in Chennai city and wanted to reposition the brand in a way that would appeal to both their audience base. Our challenge was to create marketing communication that would connect across socio-economic classes.

In addition, Kamadhenu was gearing up for gala celebrations for their 50th year with promotions on exchange of old gold jewellery, a gold savings scheme wherein one instalment was paid for the customer, contests in which 30 winners got the rest of their instalments free, offers for reduced gold wastage, pre- GST bonanza, etc. One MG was required to break down these confusing discount schemes and communicate their offerings through simple, memorable messages.

Solution

One MG sought to rethink the brand in a way that would make it look exclusive and improve its perception among the classes and masses. An integrated marketing campaign with ATL, BTL and social media marketing was strategized around Kamadhenu’s 50th anniversary celebrations to launch the brand across Chennai and communicate about these promotions through catchy, comprehensible messages for a wider reach.

Television Commercial

Television Commercial

  • A television commercial was created for the brand to promote their gold savings scheme. With an insight that most scheme related ads are laden with boring, confusing details, we focused instead on what customers could win, communicated through the joy of winning and executed with the objective of making customers curious about the scheme.
  • Aimed at multiple age groups/demographics, the ad revolved around the happiness the scheme brought and its infectiousness. A catchy tune and fun dance steps ensured a better mind recall.

Radio Jingle

  • A radio jingle was developed on the lines of the television commercial for greater reach across different target audience.

Print Ads

Print Ads

  • A print ad campaign revolving around the brand’s strengths of exquisite designs, impeccable craftsmanship and a unique legacy of tradition was conceptualized for a better connect with the Chennai audience.

BTL Campaign

BTL Campaign

  • Kamadhenu’s go-to-market campaign began with multiple BTL collaterals including pamphlets, outdoor signage, event kiosk, standees, danglers executed as a bilingual campaign (Tamil and English) to appeal to both the masses and classes.
  • The communication was designed in line with their brand positioning and largely centred around the gold savings scheme and golden jubilee offers.
  • An SMS campaign was developed targeting new and existing customers to communicate about the gold schemes and offers in a piecemeal manner.

Social Media Marketing

Social Media Marketing

  • A social media strategy was devised to build quality static and motion graphic content and publish it periodically across Facebook to enhance the brand image and improve brand perception.
  • Content buckets were created around the brand’s USP of design excellence, golden jubilee celebrations, current jewellery trends and gemstones education.
  • A combination of organic and paid promotion campaigns with consistent messaging helped increase the reach of the brand, enabling better engagement with the target audience and positive recall.

Branding

Branding

  • A brand identity and concept was developed for jewellery collections launched by Kamadhenu, in line with the kind of jewellery in the collection, the target audience and the overall brand positioning of the parent brand.