With this, the brand marks its foray into regional entertainment-based marketing, using prime-time programming to showcase its jewellery, boost visibility and build a deep emotional connect with the Marathi-speaking audience
Mumbai: In a strategic move to strengthen its ties with Marathi-speaking audiences and leverage high-TRP marketing, legacy brand Lagu Bandhu Jewellers has partnered with popular Zee Marathi television shows such as ‘Lakshmi Nivas’ and a special episode of ‘Mahasangam’, a crossover show that brings together female protagonists from various daily soaps on the channel. This initiative marks the brand’s foray into regional entertainment-based marketing, using prime-time programming to showcase its jewellery, boost visibility and build a deep emotional connect with its audience.
The ‘Mahasangam’ episode, which brought together storylines from multiple serials in a festive celebration, featured Lagu Bandhu’s gemstone jewellery, while ‘Lakshmi Nivas’, a top-rated daily soap on Zee Marathi, showcased one of the brand’s best-selling diamond necklace sets. According to the brand, the jewellery featured in these shows was aligned with its seasonal campaigns, with all pieces being authentic, certified and selected from existing collections.
“Lakshmi Nivas is one of the leading serials on Zee Marathi and enjoys a strong viewership among our core audience. Associating with such a well-loved show gave us a meaningful opportunity to integrate our brand into daily life,” Parag Lagu, Director of Lagu Bandhu Jewellers, explained.
This collaboration is more than just a branding exercise—it has sparked organic customer engagement. The brand noted with delight that many viewers have enquired about the exact pieces showcased on screen, creating a demand for similar designs. The integration has also strengthened brand recall, as popular television personalities are seen wearing Lagu Bandhu creations.
“Many customers come back to us asking for exact jewellery pieces that we showcase on screen, thereby creating demand for similar looking jewellery items, with their inherent sense of aspiration and relatability,” Lagu added.
To maximize visibility, the brand promotes these integrations across its social media platforms and directly informs customers via WhatsApp status updates and messages, encouraging them to tune in to the featured episodes. This omni-channel approach ensures consistent brand presence across both traditional and digital touchpoints.
By associating with the General Entertainment Channels (GEC) space, Lagu Bandhu Jewellers reaches diverse age groups, including younger audiences, which is a key approach in the brand’s growth strategy.
“It’s vital for us to stay top-of-mind with our target group. These integrations help us stay relevant, relatable and visible across generations,” Lagu said.
Based on the metrics shared by the brand, the impact of this strategy is already evident. Lagu Bandhu has implemented a system to collect customer feedback on marketing channels at its stores and has observed a noticeable increase in walk-ins citing TV integrations as their source of awareness.
As regional content continues to drive strong audience engagement, Lagu Bandhu’s smart blend of jewellery display and story-telling may well be a blueprint for other legacy brands looking to modernize their outreach while staying true to their roots.
Lagu Bandhu Jewellers has clocked more than 83 years in the jewellery industry and is known for its expertise in real pearls and diamond-studded ornaments. Originally started as a family business, Lagu Bandhu has grown into a well-structured retail operation with exclusive showrooms in Mumbai (Dadar and Borivali), Thane, Dombivli and Pune (Karve Road and Aundh).
Written by Megha Misra
Retail Jeweller India Exclusive
