GRT Jewellers celebrates Pon Pongal and Swarna Sankranti with festive ‘Jewellery Harvest’ campaign

By aligning the campaign with the traditional harvest festival, the brand taps into the cultural significance of these occasions, where buying new jewellery is a time-honoured tradition

Chennai: Ahead of the harvest festival that is celebrated across India, leading jewellery retailer GRT Jewellers has launched a campaign to promote its gold, diamond and silver jewellery, aiming it to be a ‘Jewellery Harvest’. The campaign is designed to tap into the cultural significance of the upcoming festivals of Pon Pongal and Swarna Sankranti in South and West India, two significant celebrations in the agricultural calendar, where buying new jewellery is a time-honoured tradition.

Associating with festivals like Pon Pongal and Swarna Sankranti helps the brand reach diverse customer segments, particularly those from specific regions where these festivals hold importance.

The launch of a festive campaign for Pon Pongal and Swarna Sankranti allows the brand to capitalize on cultural traditions, boost sales, enhance customer engagement and strengthen brand positioning in a competitive market. The 30-second campaign has been released in Tamil, Telugu and Kannada, to appeal to the large market of South Indians who buy jewellery for the festival.

GR Anand Ananthapadmanabhan, Managing Director of GRT Jewellers, stated, “Agriculture is the root of our heritage, and in the same spirit, buying new jewellery during festivals has been a cherished tradition that defines us. With this in mind, we have curated this campaign to celebrate the season as a ‘Jewellery Harvest’. Drawing from our 60-year legacy, the Pon Pongal and Swarna Sankranti offers are designed to add a touch of elegance and tradition to the festivities.”

GRT Jewellers has been a strong advocate for preserving South Indian art and culture. Recently, the brand sponsored the Marvellous Marghazi event in Chennai, where music, dance and tradition are integrated with a jewellery showcase. The event emphasized jewellery as a significant form of artistic expression, reinforcing the brand’s role as a supporter of the region’s cultural heritage.

Meanwhile, the brand set a Guinness World Record for designing the heaviest gold earrings in the world, weighing an impressive 3.5 kg. These jhumkas, made from 22kt gold, celebrate South India’s cultural heritage, featuring intricate designs that include 500 elephants.

Founded in 1964, GRT Jewellers is a jewellery retailer with more than 60 showrooms across India and one in Singapore. The brand offers a diverse selection of gold, diamond and platinum jewellery.

Retail Jeweller India News