The association gives the brand an opportunity to place its jewellery within a platform that already has a strong connect with women in Maharashtra
Mumbai: Lagu Bandhu Jewellers has associated with the popular Marathi reality game show ‘Home Minister’ as it returned to Zee Marathi with a new season on August 31, 2026. The long-running show, hosted by actor Aadesh Bandekar for 20+ years, has a strong connect with women across Maharashtra, making the association relevant for the jeweller as it seeks to strengthen its relationship with its core audience and reach new consumers.
“For audiences across Maharashtra, ‘Home Minister’ has been a legendary reality show. It is now making a much-awaited comeback. The show enjoys immense love and a strong emotional connect,especially from women. For many women, being a part of ‘Home Minister’ is a cherished aspiration,” said Kunal Lagu, Director, Lagu Bandhu Jewellers.
The association gives the brand an opportunity to place its jewellery within a platform that already has a strong connect with Maharashtrian women. Through the show, the brand is showcasing its upcoming festive jewellery, taking its craftsmanship and product offering to audiences across Maharashtra.
The partnership also provides a television platform for Gemsure, Lagu Bandhu’s gemstone brand. With gemstones offering an alternative to high-priced gold jewellery, the brand sees an opportunity to introduce this category to consumers through a regional entertainment property they already follow.
Lagu Bandhu has also extended the association beyond television through its social media and digital platforms. Content and communication around the partnership are reaching existing customers as well as new audiences, with the aim of building awareness and encouraging engagement. The association comes in the same year as the jeweller’s 90-year milestone, adding relevance to the brand’s ongoing communication around its heritage.
“The celebration of women in ‘Home Minister’ aligns strongly with our brand values, and we see this partnership as an opportunity to build a deeper emotional connect with audiences across Maharashtra and, over time, welcome many of them into the Lagu Bandhu family,” said Lagu.
For retailers, regional entertainment properties can create strong visibility and repeated consumer touchpoints beyond the store. A television association can build awareness among audiences in markets where the retailer operates, while digital amplification can turn that visibility into engagement. Product showcases can further support discovery, enquiries and store visits, helping brands move consumers from awareness towards consideration and purchase.
Lagu Bandhu Jewellersis measuring the association through reach and engagement, social media growth, audience interactions, store visits, enquiries, leads and sales attributed to the partnership. The brand will also assess how effectively the collaboration strengthens its connect with women across Maharashtra and brings new audiences into the Lagu Bandhu family.
Legacy brand Lagu Bandhu Jewellers operates a total of seven stores, including five in Mumbai and two in Pune.
Written by Achal Chaubey
Retail Jeweller India Exclusive
