The jeweller could reinforce visibility among new customer groups, creating connections that go beyond the traditional retail format
Chennai: NAC Jewellers recently endeavoured to strengthen its visibility among younger audiences by collaborating with a music concert by singer Anirudh Ravichander, which drew an audience of over 50,000. As a supporting partner of the concert, the brand gained logo presence across the venue, creating recall in a space where music, entertainment and youth engagement converge. This direct association with a widely followed artiste’s performance helped NAC build resonance with millennials and Gen Z, going beyond jewellery retail into cultural experiences.
The concert provided the brand exposure through on-ground visibility, placing NAC right in the middle of a sizeable target audience.
Around the same time, NAC Jewellers was also a supporting partner for Poomer Fashion, an initiative that brings together fashion, culture and lifestyle on one platform. Here, NAC’s participation enabled outreach to young brides-to-be, millennials and Gen Z trendsetters.
Speaking about the associations, Nathella Anandha Ramanujam, Executive Director, NAC Jewellers, said, “Our motivation to partner these events came from the opportunity to connect with a younger audience. We expected to build stronger resonance with younger consumers and showcase our jewellery beyond the showroom, in a space where fashion and lifestyle conversations are happening. These goals were successfully achieved with reception from the audience and meaningful brand visibility.”
“Collaborating with fashion-led platforms and cultural events projects NAC in a way that strengthens our presence among a younger demographic. It ensures our collections are visible in lifestyle-driven contexts and reinforces our positioning as a brand that balances heritage with trends,” she added.
Through these initiatives, NAC Jewellers reinforced visibility among new customer groups, creating connections that go beyond the traditional retail format.
NAC Jewellers was founded by Nathella Narayana Chetty in 1917. The business expanded under his son, Nathella Anantham Chetty, who opened a store in Parry’s Corner, Chennai in 1973. Today, NAC Jewellers has 11 stores in Chennai and an exclusive showroom in Vijayawada, Andhra Pradesh.
Written by Achal Chaubey
Retail Jeweller India Exclusive
