By associating with Maha Marathon Kolhapur, Chandukaka Saraf Jewels stands out as a socially aware brand  

The brand used in-store and outdoor promotions to maximize visibility, emphasizing community involvement and social awareness over commercial gain 

Kolhapur: Chandukaka Saraf Jewels recently associated with the Maha Marathon in Kolhapur, enhancing its engagement with the local community while at the same time aligning itself with an initiative that promoted fitness. 

Commenting on the decision to be part of the marathon, Siddharth Shah, Director of Chandukaka Saraf Jewels, said, “We wanted to be associated with an initiative that had a deeper social impact rather than just a commercial partnership. When the organizers approached us, we felt it was a great opportunity to contribute to a community-driven event. Our focus was on being part of an effort that brings people together and promotes a healthy lifestyle.” 

According to the brand, the association with the marathon was a strategic move, given that the brand has an established store in Kolhapur, making the connection with the city and its residents even more meaningful. 

It was the first time the brand had collaborated with the Maha Marathon in the city, though it had earlier engaged with other social and sporting events. “We do not have the exact participation numbers; but we are aware that the event attracted a significant crowd from across the city,” said Shah, commenting on the event’s reach and visibility.  

To maximize its association with the marathon, the jewellery brand utilized a mix of in-store communication and outdoor advertising. “We focused on in-store branding, along with outdoor hoardings across the city, ensuring that our presence was visible to a large audience,” Shah explained. Additionally, the brand engaged with customers through word-of-mouth promotions at its store, encouraging participation and fostering a sense of involvement. These promotional efforts helped in reinforcing the brand’s identity among local consumers and beyond. 

Beyond brand recall, the marathon provided an avenue for social awareness, which was a key goal for the jeweller. “It was primarily about brand awareness and recall,” said Shah. He elaborated that since it was a local event, the aim was to ensure that people associate the brand name with community involvement and social initiatives. “Supporting events that bring people together strengthens our bond with the community and reflects our values,” he added.  

The brand said that events like the Maha Marathon also bring an opportunity to reach potential new customers, as with a large crowd gathered in one place, there is an inherent interest in the sponsors and branding. “These initiatives attract a lot of people, and naturally, they take notice of the sponsors. It indirectly helps in building a positive perception of our brand,” Shah remarked. 

The organizers of the marathon also played a role in amplifying the event’s reach through their social media promotions, which further complemented the brand’s promotional efforts. Through online posts and digital campaigns, the marathon gained traction, helping spread awareness beyond Kolhapur. The sponsorship did not have a direct tie-in with the company’s jewellery business, and Shah clarified that it was purely a social awareness initiative. “We didn’t offer any gift cards or coupons this time, though we have done so in other events,” he said.  

The event not only provided an excellent platform for brand visibility but also reinforced the brand’s ethos of supporting meaningful initiatives. By aligning itself with a cause that promotes fitness and well-being, the brand demonstrated its dedication to fostering a healthier and more connected community. 

Chandukaka Saraf Jewels operates 16 stores, with 13 in Maharashtra and three in Karnataka (located in Gokak, Belagavi and Athani). In Maharashtra, most showrooms are in Pune, while others are in Sangli, Chhatrapati Sambhaji Nagar (Aurangabad), Karad, Nanded, Satara and Kolhapur. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive