The brand introduced the ‘Toss Ka Boss’ feature, with specially minted silver coins with a batting symbol on one side and bowling symbol on the other, carrying the brand’s identity throughout the tournament. More than 25 spectators visited its showroom post the event
Nagpur: Parekh Brothers Jewellers recently partnered with Season 6 of the Nagpur Cricket War, marking its first involvement with the popular local cricket league. The association offered the brand a new platform to engage with the community and strengthen its brand presence through the widely followed cricket route.
As the toss branding partner, Parekh Brothers Jewellers introduced a unique feature called ‘Toss Ka Boss’. Specially minted silver coins were handed over to the winning team at each toss. Each coin featured a batting symbol on one side and bowling symbol on the other, carrying the brand’s identity throughout the tournament.
Commenting on the collaboration, Hardik Parekh, CEO of Parekh Brothers Jewellers, said, “There are a few things considered legacy in India – cricket and jewellery. When we combine both, we get a direct connection with people. That was the reason behind sponsoring the event.”
The event resulted in visible traction. The brand distributed discount coupons and special memberships during the matches as part of its outreach. The collected data enabled the brand to track engagement and follow-ups. More than 25 individuals from the 1,000 attendees at the tournament visited the showroom post-event, helping the brand connect with potential new customers.
While the initiative did not focus solely on driving sales, the engagement and visibility it brought were significant. “These smaller, focused events help us connect better with people. Unlike hoardings or radio ads, we can measure who has actually responded,” explained Parekh.
Following the event, Parekh Brothers Jewellers was approached by other organizers for similar collaborations, indicating growing recognition of the brand within Nagpur’s sports circuit.
Although it was the brand’s first cricket event partnership, it has a history of associating with various local organizations to support different causes. The positive response from Nagpur Cricket Waris expected to shape future marketing strategies for the brand, with greater emphasis on personal and community-based outreach.
Written by Achal Chaubey
Retail Jeweller India Exclusive
