Binny’s Jewellery taps into new audience by fielding its own team at the Tennis Premiere League Season 5

The brand’s tennis team, Delhi Binny’s Brigade, reached the semi-finals of the championship, with style icon Malaika Arora cheering it on. It created a powerful synergy, leveraging the elegance and precision associated with both tennis viewers and buyers of high-quality jewellery

Mumbai: Fashion, showbiz and sports often go hand in hand. Mumbai-based jewellery brand, Binny’s Jewellery, has been a staunch patron of professional tennis ever since the Tennis Premier League (TPL) began in 2018. At the fifth season of TPL that concluded on December 17 at Balewadi Stadium in Pune, the Binny’s Jewellery team, Delhi Binny’s Brigade, reached the semi-finals, with style icon Malaika Arora cheering the team. 

The brand has made a national mark through its own sports team in the fifth most popular sports league in India, which is no mean feat. “Tennis Premier League has reached the peaks of popularity and so has Binny’s Jewellery with it. Adored by fashion enthusiasts and celebrities alike, Binny’s Jewellery continues to set trends and redefine the landscape of contemporary elegance. It aligns with tennis as a luxury sport,” said Raj Patel, MD, Binny’s Jewellery.

Binny’s Jewellery’s association with TPL has been strategic and impactful, adding a touch of glamour and sophistication to the sporting event. Malaika Arora’s association with Binny’s Jewellery brought an additional layer of allure and star power to the brand’s presence on and off the court. “Malaika Arora’s presence at TPL events and engagements not only drew attention to the brand but also created a strong connection between Binny’s Jewellery and the glamour associated with both the film and sports industries. The combined effect of Binny’s Jewellery owning Delhi Binny’s Brigade and Malaika Arora’s on-ground presence gave a significant boost to the brand’s overall image and market reach,” added Patel. 

Binny’s Jewellery’s Delhi Binny’s Brigade has created a powerful synergy between the elegance and precision associated with both tennis viewers and buyers of high-quality jewellery, leveraging the positive attributes of each to reinforce the other. TPL has provided the jeweller with a unique platform to showcase the brand to an untapped and globally diverse audience, as the matches were broadcast on Sony Sports Network. Further, the collaborative efforts in marketing and promotional activities have allowed the brand to tap into the tennis team’s fanbase. This cross-promotion has not only introduced the brand to new audiences but also created a positive association between the brand and the values of sportsmanship, dedication and excellence, that are often associated with professional athletes.

Written by Ashwin Bose

Retail Jeweller India Exclusive