On-ground branding included logo placement on all player jerseys, perimeter branding around the ground, and the naming of a bowling end as the ‘Babulal Jewellers End’, which ensured constant visibility during matches
Raipur: Babulal Jewellers recently signed up as title partner for the Sikh Premier League (SPL), continuing its support for the cricket tournament that has united the Sikh community through sports for 17 years. The 17th edition of SPL, held from December 5-14, 2025, featured teams from across India and provided a platform for brands to engage with audiences, connect with local communities, and reinforce relationships built over generations.
Vikal Soni, Owner, Babulal Jewellers, said, “At Babulal Jewellers, we have always believed that a jewellery brand isn’t only about what is in the showcase; it is about the people we serve. With over 70% of our clientele belonging to the Sikh community, our relationship creates a bond that spans generations. Supporting the Sikh Premier League allows us to engage with families, celebrate local talent, and be involved in an activity that is the community’s passion.”
Being the Chief Guest at both the opening and closing ceremonies of SPL allowed the management of Babulal Jewellers to present the brand directly to a large, engaged audience. On-ground branding included logo placement on all player jerseys, perimeter branding around the ground, and the naming of a bowling end as the ‘Babulal Jewellers End’, which ensured constant visibility during matches. Digital coverage on YouTube and Instagram extended reach to families and the diaspora, engaging approximately 12,000 to 15,000 spectators over the 10-day event.
Soni added, “Community integration has become a major marketing pillar. Events like the Sikh Premier League are crucial not just for maintaining our bond with existing customers but also for reconnecting with clients we may have lost touch with over the years. It bridges communication gaps in a personal and positive way.”
Babulal Jewellers plans to continue exploring opportunities that link in-store activations with SPL, ensuring sustained engagement, strengthening brand presence in the community, and creating avenues to connect with younger audiences, who represent future patrons of the brand.
Babulal Jewellers, established by Shri Babulal Soni in 1946, has built a legacy of trust and purity. Today, the business is managed by Vikal Soni and operates from a single prominent store in Raipur.
Written by Achal Chaubey
Retail Jeweller India Exclusive
