The audience profile closely matched the brand’s target segment, drawing women across generations, many of whom already had a natural affinity for premium jewellery
Kolkata: Ramesh Chandra Parekh Jewellers recently associated with the Sanmarg Glam Queen & Glam Princess Pageant, adopting an immersive role in it to ensure long-term brand recall among its core audience. The partnership allowed the brand to be on a different kind of stage for brand-building this season—one that placed women, confidence and generational identity at the centre.
Unlike routine brand associations that rely heavily on logo placement, the jeweller’s association was woven into the event’s identity, positioning jewellery not as an accessory, but as a natural extension of personal milestones, self-expression and celebration across age groups, from young girls to mature women.
“The pageant aligned very naturally with what we stand for as a brand,” said Khushi Parekh, Head of Operations, RCP Jewellers. “It celebrated confidence, individuality and grace, values that resonate strongly with women and with the way jewellery is experienced in their lives. For us, it wasn’t about visibility alone, but about being present in a space that felt authentic to our audience.”
The format itself offered a key advantage over conventional advertising. Live interactions, aspirational story-telling and real-time engagement allowed the brand to be experienced rather than being observed. Attendees encountered RCP Jewellers in a celebratory setting, creating a stronger emotional imprint than static media could deliver.
At the event, the brand maintained a strong on-stage and visual presence as jewellery showcases were aligned with the elegance of the pageant, while brand mentions during key moments reinforced its association with aspiration and trust. The brand’s presence alongside winners and finalists further strengthened its premium positioning and legacy appeal.
Importantly, the audience profile closely mirrored RCP Jewellers’ target market. The event drew women across generations, those involved in jewellery purchase decisions, and fashion-conscious, socially active attendees, many of whom already had a natural affinity for premium jewellery. This made the brand’s engagement relevant.
Promotion of the association extended to digital platforms, in-store communication and on-ground branding. Walk-in customers were informed about the pageant tie-up, while social media creatives and event visibility ensured continuity of messaging across touchpoints. This 360-degree approach helped convert a single event into a sustained brand conversation.
Customer response, according to the brand, was immediate and encouraging. “We noticed that many showroom conversations referenced the pageant,” Khushi added. “That kind of recall tells us the association worked. It made the brand feel current, engaged and closely connected to the community.”
From a business standpoint, the visibility translated into increased enquiries and improved showroom footfalls, particularly from women attendees and their families. While some impact was immediate, the jewellery brand views the larger value in long-term brand equity, strengthened trust, improved consideration and a deeper emotional bond with consumers.
For RCP Jewellers, the pageant partnership reflects a broader marketing approach that prioritizes experiential engagement over transactional exposure.
Ramesh Chandra Parekh founded the eponymous jewellery business in 1957. Today, Ramesh Chandra Parekh Jewellers operates two showrooms in Kolkata — one on Brabourne Road and the other on Camac Street.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
