Pandit Jewellers’ ‘Atoot Bandhan’ campaign packed a mega punch

Pandit Jewellers had come up with a brilliant campaign that purely focused on wedding jewellery but does not restrict itself to wedding-day bridal jewellery.

Called ‘Atoot Bandhan’, the theme was thoughtfully chosen to connote both – the everlasting bond that is at the very core of a marriage, and the bond that the brand shares with its consumers – both rock-solid ones.

What Pandit Jewellers did to create a buzz? They had released 4 teasers. Besides the touching theme, the campaign focused on the brand’s expansive offerings in gold and polki jewellery, which extend beyond the ambit of wedding day pieces.

Each teaser builds on the pre-wedding functions leading up to the D-day. The brand has very subtly plugged in their offerings for jewelry and accessories for other functions associated with a wedding, which require smaller and simpler items. 

Speaking about the collection, Gaurav Gaur, director of Pandit Jewellers, was ecstatic. “We did not want the campaign to be centered on only wedding day jewellery. The ‘Atoot Bandhan’ collection draws attention to all pre-wedding occasions, such as the mehendi and the haldi and brings into focus our designs which are well suited for all bridal occasions.”

For smaller bridal occasions, they brought in light designs as that’s how the bride feels she should adorn herself, reserving the heavier pieces for the wedding day. The heavyweight jewellery is reserved for wedding day campaign. ‘We have used pastel colours as the trend is more towards the muted look,’ he said.

The collection has broken through the offline and online arenas. The company has thoroughly promoted it to grab more eyeballs. Gaur believes that the print media is still an important driving factor in taking demands up with their fantastic reach in the hinterlands. He is thus, targeting local broadsheets in the country.

“We cater to all small towns and rural areas in and around Bulandshahr.  Although millennials are using social media extensively, the older generation, which falls in the 45-60 age group, reads newspapers more. So, print advertisements are the best medium to reach out to them. We are using newspapers to advertise and promote our jewellery,” said Gaur.

The response, as the company expected, has been great. “We have successfully created a buzz in the market and are receiving enquiries. We also collaborated with MirrAR — an augmented reality platform, through which customers can virtually try out our latest bridal collection. We are hopeful for a huge hit,” said Gaur.

Courtesy: Retail Jeweller India News Service