The brand saw the collaboration as a natural opportunity to celebrate a shared cultural moment with the city’s music-loving audience
Bengaluru: C. Krishniah Chetty Jewellers recently associated with Fever FM as the luxury partner for a concert featuring the band ‘Michael Learns to Rock’ in Bengaluru. The partnership placed the jewellery house within an event attended by Gen X and millennial music audiences in the city, and formed part of its customer engagement strategy through lifestyle and cultural platforms.
The concert drew around 5,000-6,000 attendees. The evening was headlined by ‘Michael Learns to Rock’, led by vocalist Jascha Richter along with band members Kåre Wanscher and Mikkel Lentz. The band performed several of its songs before an audience of music-lovers from across Bengaluru.
The association allowed the brand to connect with audiences who follow live music and cultural events in Bengaluru. Speaking about the collaboration, C. Vinod Hayagriv, Managing Director, C. Krishniah Chetty Group,said, “Fever & C. Krishniah Chetty have had a long relationship over several decades. Rock music has long been one of our favourite genres of music, a part of the cultural fabric of Bengaluru.The music of ‘Michael Learns to Rock’ resonates strongly with both Gen X and millennial audiences. We see this collaboration with Fever FM as a natural opportunity to celebrate a shared cultural moment with the city’s music-loving audience.”
The event also helped position C. Krishniah Chetty Jewellers within a gathering of professionals, entrepreneurs and long-time followers of the band. Hayagriv added, “Whitefield is our growth locality. Several clients hail from this historic old British locality. This collaboration was primarily about brand association rather than immediate commercial outcomes. Partnering with a cultural moment like the ‘Michael Learns to Rock’ concert allowed us to engage with Bengaluru’s culturally connected audience and strengthen our presence in the city’s lifestyle and cultural landscape.”
Through the partnership with Fever FM, C. Krishniah Chetty Jewellers aligned its brand with a live music event valued by Gen X and millennial audiences in Bengaluru.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand currently operates five showrooms in Bengaluru. Its silver and lab grown diamonds brand Crash.Club, launched in July 2023, retails through these stores and online.
Written by Achal Chaubey
Retail Jeweller India Exclusive
