The brand explored a fresh experiential format of customer engagement, combining entertainment with brand messaging
Mohali: Sunder Jewellers recently organized the Mohali Comedy Festival to mark the launch of its new showroom in Phase 8, Mohali. The two-day event featured four shows by comedians from Mumbai and New Delhi, including Biswa Kalyan Rath, Harsh Gujraland Amit Gupta. The festival aimed to offer a platform for people to enjoy live comedy while introducing the brand to a new market.
“Our philosophy is that whenever a customer shops, it should feel like a family celebration. Comedy shares the same essence as jewellery- both bring a smile to the face,” said Mahender Khurana, Managing Director, Sunder Jewellers. The festival was held in collaboration with the HLP Group, with invitations extended to clients from both companies. More than 700 people attended the event, providing Sunder Jewellers with direct engagement opportunities with a relatively young audience, including teenagers and professionals.
The festival coincided with the launch of two jewellery floors at the new showroom. One floor, Sundar Sterling, features lightweight silver jewellery, while the LiteLuxe& Charizma Diamonds floor focuses on lightweight diamond pieces suitable for everyday wear. The comedy festival audience matched the target demographic for the brand’s collections, and Sunder Jewellers was able to attract potential customers in the 20-40 age group.
“The comedians’ audience closely matched our target market, which allowed us to showcase our products directly to those most likely to engage with the brand,” Khurana said. The brand reported increased footfalls during the festival. Sales too surged in the Mohali showroom since the event.
Sunder Jewellers has earlier focused on in-store campaigns, but this event marked its first foray into experiential marketing. By combining entertainment with direct brand interaction, the brand has positioned itself to enhance visibility and strengthen connections with younger customers.
The success of the Mohali Comedy Festival has encouraged Sunder Jewellers to explore similar events in the future, using innovative approaches to engage customers while promoting itsjewellery collections. The new showroom in Mohali, alongside the established showrooms in Chandigarh, now benefits from this fresh strategy in customer engagement and brand promotion.
Founded in 1975 and based in Chandigarh, Sunder Jewellers operates three showrooms in the city and the new one launched in Mohali.
Written by Achal Chaubey
Retail Jeweller India Exclusive
