The jeweller’s innovative offer of an all-inclusive Rs 15 lakh wedding package for couples saw more than 100 registrations in the first week itself. It attracted young customers, with some opting for smaller weddings, re-allocating budgets to buy more jewellery instead
Bengaluru: After generating interest with a suspense-driven digital campaign rollout last month, the C. Krishniah Chetty (CKC) Group has now officially launched its ‘Magnificent Weddings’ scheme for the public. The initiative, executed in collaboration with CKC’s silver and lab-grown jewellery brand Crash.Club, offers customers an all-inclusive wedding package priced at Rs 15 lakh, combining jewellery purchase and curated wedding arrangements.
Though the campaign was introduced earlier with teasers and limited information, the full version went live just a week ago. Chaitanya V. Cotha, Executive Director, C. Krishniah Chetty Group, said, “We have officially opened ‘Magnificent Weddings’ to the public now.”
In the first week since the campaign launch, the group recorded over 100 registrations, with 20% resulting in jewellery purchases and a further 10% translating into confirmed wedding bookings. Cotha said, “We really have touched on the exact need of what people are looking for. Couples today are increasingly managing weddings themselves.”
The campaign has mainly attracted the younger demographic, many of whom are initiating purchases independently. Some couples have opted for smaller weddings, re-allocating budgets to enhance jewellery purchases instead.
Before the rollout, the campaign video featured Cotha in an interrogation room, responding to scepticism about the feasibility of hosting a wedding under Rs 15 lakh. The cinematic set-up was designed to provoke curiosity and build organic reach. “This is the first time we’ve featured ourselves in campaign content,” said Cotha. “It helped customers relate to the offering and understand the value it brings.”
Notably, ‘Magnificent Weddings’ requires a minimum spend of Rs 7 lakh on jewellery from the group’s collections across gold, diamonds, silver, and lab-grown diamonds. The remaining Rs 8 lakh covers venue rental, stage and décor arrangements, lighting, basic entertainment and a mocktail bar for up to 250 guests, along with a vegetarian menu. While the brand does not directly manage the events, it has partnered with vendors to deliver a cohesive experience.
The campaign is expected to run throughout the year, with ongoing marketing and customer engagement. With evolving preferences around wedding planning and a rising number of couples taking financial control of their weddings, the brand sees this initiative as a way to remain relevant while expanding its customer base.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand currently operates five showrooms in Bengaluru. Crash.Club, launched in July 2023, retails through these stores and online.
Retail Jeweller India News
