The seven-episode series is expected to support awareness, improve brand recall and link customers to verified stores across Abharan Jewellers’ operating regions
Udupi: Abharan Jewellers has launched a digital initiative titled ‘Abharan Around You’ to strengthen brand identity across Karnataka and Goa. It involves a micro-influencer visiting the brand’s locations district-wise to help customers identify authorized stores and understand the origins of the business.
Satvik Kamath, Director, Abharan Jewellers, said the campaign was designed to address confusion in the market regarding the original brand. “We are the registered owners of the trademarked original Abharan and also owners of the Founder’s Store which is at Udupi since 1935. We wanted to help our customers identify all the various original Abharan stores across Karnataka and Goa,” he said. He added that the series aims to create clarity about the brand’s starting point and its presence across regions.
The first episode has already been released, with six more planned. The series will cover seven districts where the brand operates, focusing on local markets and culture while highlighting Abharan’s presence in each area. The campaign forms part of a broader communication strategy to reinforce the brand’s position as the original Abharan, particularly in markets such as Bengaluru, to which the company has expanded.
Kamath said the initial response has been encouraging. “The influencer engagement garneredmuch higher visibility compared to our following. It has worked in terms of spreading awareness. I had friends who did not even follow our pageforward the video to me,” he said. According to him, the collaboration has helped the brand reach new audiences and act as a source identifier in competitive markets.
The ‘Abharan Around You’ series is expected to support awareness, improve brand recall and link customers to verified stores across its operating regions.
Founded in 1935 in Udupi by Sri Burde Sadananda Kamath as Neo Jewellery Mart, the business later reopened as Abharan Jewellers in 1979 under Sri Madhukar S. Kamath and now operates 20 showrooms across 18 locations in Karnataka and Goa.
Written by Achal Chaubey
Retail Jeweller India Exclusive
