The retailer has already featured the actor in newspaper ads, and an integrated advertising campaign is being planned
Patna: Jewellery retailer Shree Hari Jewellers has appointed actor Neil Nitin Mukesh as its brand ambassador, and plans to leverage the association across its upcoming marketing and product initiatives.
Shantam Khemka, Director, Shree Hari Jewellers, said the company studied the growing presence of male actors as brand ambassadors when it decided to take a different approach for the partnership. “We wanted someone different, someone stylish. Neil Nitin Mukesh possesses that style in himself,” said Khemka.
The retailer also considered Mukesh’s upcoming film projects while evaluating the association. Khemka said the actor’s previous collaborations with emerging clothing and lifestyle brands were another factor in the decision.
According to Khemka, Mukesh’s experience of working with developing brands made him relevant to Shree Hari Jewellers, which is also building its presence as a growing jewellery retailer. “Neil Nitin Mukesh understands what an upcoming brand needs,” he said.
Khemka added that Mukesh was supportive of the brand’s plans and understood its ambitions for future expansion and growth. The actor’s approach to the partnership also contributed to the company’s decision to work with him. “He was very supportive,” stated Khemka, adding that the association currently covers the brand’s presence in Bihar.
The partnership will be extended across multiple marketing initiatives. Shree Hari Jewellers has already started featuring the actor in newspaper ads and is preparing an integrated advertising campaign, to be shot soon, with him.
The retailer is also planning to launch a men’s jewellery collection under its Classic line in October, ahead of Diwali. The collection will be supported by an advertising campaign featuring Mukesh. Khemka said the company is also exploring additional activities – such as a proposed event in Mumbai – around the association.
For Shree Hari Jewellers, the appointment of Neil Nitin Mukesh is part of its broader marketing and business expansion strategy, as it looks to build on its existing retail presence in Bihar. The brand recorded a turnover of Rs 365 crore in the previous financial year and is targeting Rs 500 crore for the current year.
Shree Hari Jewellers, established in 2006, currently operates five stores in Bihar, with four located in Patna and one in Ara. The company offers gold and diamond jewellery, in the form of bridal and everyday jewellery collections.
Written by Chanelle Pais
Retail Jeweller India News
