PNG Jewellers’ collaboration with Swarazankar creates impact through regional musical concerts  

The brand continues its tribute to art and culture with this collaboration facilitating regional music concerts since 15 years   

Mumbai: For one to be a connoisseur of music and have a taste for exquisite gold jewellery may not jibe so well. But for a jewellery brand which has stuck to its roots for almost 200 years in India, it’s a tradition. PNG Jewellers, which was established in 1832 has a strong penchant for music, so much that when it comes to promoting its brand and enlarging its brand equity it has been taking a not-so conventional route. The regional gold jewellery brand has tied up as a gold partner to a much-known music festival ‘Swarazankar’ as a tribute to the state’s art and culture. 

Swarazankar is a cultural music festival which was founded in 2009 as a non-government body with Rajas Atulkumar Upadhye, Anuradha Shirish Upadhye and Shirish Balkrishna Upadhye as its Directors. It organises periodical musical concerts. The musical tours feature renowned artists such as Pandit Shivkumar Sharma, Pandit Hariprasad Chaurasia, Rajan Sajan Mishra, Ustad Amjad Ali Khan, Ustad Zakir Hussain, Ustad Shahid Parvez, Hariharan, Ustad Rashid Khan, Kaushiki Chakraborty, Niladri Kumar, Suresh Wadkar, and many others. 

For PNG Jewellers, the tie-up with this music festival is not so much a part of a corporate business strategy but an association which came into place 15 years ago. Hemant Chavaan, Head Marketing, E-commerce and CSR gave a miss to quoting numbers when asked about the number of loyal customers his CRM would have. “One might think that being a brand partner to local musical and cultural events may not be a very sound marketing strategy. But an event that has a large presence across Maharashtra alone and is slowly expanding to few other states makes a big impact,” he said. 

“Compared to an ATL marketing activity or other various commercial events, these musical events are highly curated. They are deeply embedded in local cultural roots and feature renowned musicians with great repute. This kind of activity helps a lot in increasing our ‘brand recall’, the connect with our customers and even increase our customer base,” he informed. 

“They (Swarazankar) have been associated with us for their musical events since 2009 for their cultural and musical events in Maharashtra. They are expanding in the south too but there they may have a different gold partner,” Chavaan said. 

“There is a conventional belief that classical music is mostly liked by people in the age group of 50’s only. But we have observed that people in their 30’s as well are developing a taste for classical music,” he added. 

Currently, Swarazankar is spread across 30 cities namely Pune, Mumbai, Aurangabad, Nashik, Kolhapur, Goa, Satara, Ahmednagar, Solapur and others in Maharashtra and at Chandigarh, Kolkata, Bangalore, Chennai, Belgaum, Baroda outside Maharashtra.  

It is not just in India but in the USA too where PNG Jewellers has a store in operation. Therein, the brand plays a pivotal role in building and strengthening a sense of community for Maharashtrians through such musical and cultural events. “PNG Jewellers has been actively supporting the BMM (Brihan Maharashtra Mandal) in the USA and supports all its events, which include music, get-togethers, and events related to art and culture,” said Chavaan. 

 “BMM brings together the entire Maharashtrian community based in the USA,” he added. 

On being inquired about future events in the pipeline, Chavaan said that PNG will unleash the “Diwali Pahat”,  a traditional morning event during the Diwali festival, in partnership with Swarazankar.  

Written By Bhavya Mishra 

Retail Jeweller India Exclusive