The brand’s jewellery was worn during the final ramp walk and introduced in a focused manner in a live setting, creating visibility in a way static branding does not
Jammu: Mulkh Raj Ashok Kumar Jewellers signed on as a partner for the Mr and Miss India Extraordinaire Grand Finale, held on December 14, 2025, using its on-ground presence at the live pageant platform to reach a wide, multi-city audience.
Going beyond conventional advertising, the association was planned so that the brand was integrated directly into the finale proceedings. According to Rahul Suri, Director, Mulkh Raj Ashok Kumar Jewellers, the decision was driven by the scale of participation and the diversity of audiences the event attracts. “We look at such platforms as opportunities where people from different cities come together. When there is a credible event that offers reach beyond our immediate market, we prefer to be present,” he said.
The finale featured a professionally executed ramp walk with structured stage movement and lighting. The brand’s jewellery was introduced during the final round, where winners walked the ramp wearing selected pieces from Mulkh Raj Ashok Kumar Jewellers. Brand representatives were present alongside the participants during this segment, ensuring clear visual identification on stage.
The brand views such associations primarily as a customer acquisition tool rather than a sales driver. According to Suri, while it is difficult to measure immediate sales impact from event partnerships, the visibility generated typically translates into new showroom visits in the weeks that follow. “Customers who were not previously associated with us visited the showroom after seeing the brand at the event,” Suri said, adding that similar associations have typically led to 20-25% increase in new customer acquisition over time.
“Our jewellery was worn during the final walk and introduced in a focused manner,” Suri said. “That visibility, in a live setting, creates familiarity in a way static branding does not.”
As part of the partnership, the brand also presented jewellery gifts to winners and select participants. The total value of the jewellery distributed during the finale exceeded Rs 3-4 lakh. Winners were additionally invited to the brand’s showroom on a later date, where they are going to be formally welcomed as part of the post-event engagement.
The audience at the finale included participants, families and attendees from outside the brand’s regular retail catchment. For existing customers present at the event, the association acted as a point of pride and recognition. For first-time viewers, it served as an introduction to the brand’s presence and positioning, particularly for those unfamiliar with its store network.
Beyond the event venue, the partnership was supported through coordinated promotion across multiple channels. The brand ran FM advertising, placed a canopy installation outside its store to draw attention to the association, and activated social media communication through its PR and marketing team. This helped connect the on-stage activity with in-store visibility during the same period.
From a business perspective, Suri said such associations are not measured through immediate sales spikes. “What we see is footfalls from people who were not previously connected to us. They visited the showroom after seeing the brand name and the jewellery,” he said. “Over time, this brings in new customers.”
With four operational stores across Jammu and a fifth about to be launched, Mulkh Raj Ashok Kumar Jewellers continues to use selective event partnerships to attract new audiences and convert post-event interest into showroom footfalls.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
