The brand deployed models carrying giant, candy-pink handbags through key high-footfall areas on the day of its store launch, playing out the campaign’s tagline ‘Turning Heads at Turner Road’. More than being a visual treat, the campaign drove real foot traffic and sales
Mumbai: Kumari Fine Jewellery recently launched a bold and visually arresting campaign to publicize its new store launch on Bandra’s Turner Road, quite literally turning heads. The brand transformed the stretch of the road leading up to the new store into a vibrant sea of pink, asserting its youthful, trend-forward identity through a blend of striking aesthetics and inventive story-telling.
Taking inspiration from global fashion campaigns that blur the line between fantasy and reality—like Jacquemus’ floating handbags in Paris or Tod’s car-sized loafers gliding through Tuscany—Kumari Fine Jewellery brought its own imaginative twist to the streets of Bandra. As part of its disruptive promotional campaign, the brand deployed models carrying giant, candy-pink handbags, measuring 4×3 feet, through key high-footfall areas around Turner Road.
These oversized bags, emblazoned with witty slogans in the brand’s signature style, created a visual spectacle that was hard to miss. The campaign drew attention for its disruptive, on-ground visibility and created a memorable brand recall moment for passers-by.
Complementing the on-ground activation, the brand also took over major outdoor advertising spaces near Bandra Reclamation, the Bandra-Worli Sea Link and Lilavati Hospital with bold digital creatives. Tying it all together was the campaign’s playful tagline, ‘Turning Heads at Turner Road’, a clever wordplay designed to spark curiosity and ensure lasting brand recall.
“Unlike the promotions for our first store at Kala Ghoda, which was more organic, the Bandra launch was carefully planned,” said Amit Bandi, CEO, Kumari Fine Jewellery. “We knew that to stand out from traditional mass-market brands, our communication had to reflect our personality—bold, stylish and unconventional.”
“We painted the entire stretch of road in our brand palette—covered walls with bougainvillea flowers, installed a massive floral logo and lit up the space with neon signs,” said Bandi.
Adding to the spectacle were multiple public photo installations, including oversized mirrors and an ‘Insta wall’ inside the store— a photobooth designed to encourage customers to capture and share their experience.
“This wasn’t just advertising—it was a live experience,” stated Bandi. “People were stopping in their tracks. There was a sense of curiosity and chaos in the best way.”
More than just a visual treat, the campaign succeeded in driving real foot traffic and sales. “We included QR codes, leaflets and mass invitations to ensure conversion,” said Bandi. “On the day of the store launch, we had a full house. By the second and third day, people who saw our outdoor work were walking in due to sheer curiosity, and becoming customers.”
According to Bandi, even buses, autos and cars were halting near the pink-painted street just to take a closer look, leading to significant footfalls.
“We believe in being different—not just in our product design, but in our brand voice and consumer engagement,” said Vikas Kataria, Managing Director, Kumari Fine Jewellery. “We will continue to innovate and create experiences that leave a lasting impact.”
Kumari Fine Jewellery retailed its products online before launching its first physical showroom in Mumbai’s Kala Ghoda in October, 2024. The brand aims to open 5-6 stores in the city within the next 8-10 months, before moving its focus to other metro and semi-metro cities across the country.
Written by Megha Misra
Retail Jeweller India Exclusive
