Shobha Shringar Jewellers’ collaboration with actor Kajal Aggarwal brings it engagement from moms-to-be

There was a month-long social media activity wherein the brand used the actor’s photographs to raise awareness and engage with the audience, while establishing her presence amongst the clientele in Mumbai

Mumbai: Every time a jewellery brand ties up with a celebrity, the end goal is to impress a particular target audience. Thus, when Mumbai-based Shobha Shringar Jewellers collaborated with South Indian film star Kajal Aggarwal over a dazzling semi-bridal colour gemstone and diamond jewellery range, the brand saw significant engagement from moms-to-be, young brides and brides-to-be, as Aggarwal is a mom, and also an entrepreneur with The Ayurveda Company.

The high-profile collaboration had the actor wearing a diamond-studded set adorned with vibrant sapphires. “The fusion of diamonds and sapphires represents everlasting love and wisdom in every exquisite piece which perfectly blended with Kajal’s traditional look, combining sophistication and luxury,” said Snehal Choksey, Director, Shobha Shringar Jewellers, adding thatKajal Aggarwal’s positioning greatly benefited the brand. A month-long social media activity by the brand used the actor’s photographs to raise awareness and engage with the audience.

“The collaboration with Kajal Aggarwal enhanced brand visibility to potentially drive sales. A celebrity association definitely helps a brand increase its reputation in the market, and we could gauge the audience to explore our exquisite collection,” added Choksey.

“Young audiences in the 20 to 40 age group have engaged with Kajal’s content. These are future brides who are also very fond of creating lifestyle content on social media,” said Choksey about the response to the collaboration online. The activity also enhanced brand visibility with queries on social media for the diamond bangle worn by Aggarwal, as well as gold jewellery and antique rose-cut diamonds, altogether signifying the youth’s love for heirloom pieces.

Meanwhile in the industry, coloured gemstones are becoming the favourite of every jeweller who wants to experiment with design, especially in diamond jewellery. The blue sapphires encrusted in the neckpiece of the set accentuated the beauty of the semi-bridal collection by Shobha Shringar, Choksey stated.

Written by Ashwin Bose

Retail Jeweller India Exclusive