Chandukaka Saraf Jewels goes big on entertainment with its original music platform, CS Music

The brand, that unveiled a new version of its logo recently, launched a music platform similar to Coke Studio, giving an opportunity to artistes who create original music across language genres 

Pune: To promote jewellery beyond the core target group, the challenge for a retailer is to strike a chord with people by way of mainstream collaborations or projects of interest. Chandukaka Saraf Jewels, a leading independent jewellery retailer of Maharashtra with stores across 10 locations, achieved it by launching a music platform called CS Music for artistes who create original songs across language genres.

The platform was launched right after the company rebranded its logo in December 2023, and has created a vibrant community in the meantime. An Instagram post by the brand said: “Pune witnessed the grand launch of CS Music into the physical world, through the exhilarating Shankar Ehsaan Loy Concert, at Royal Palms, Koregaon Park. It was a jam-packed event with a footfall of around 11,000+ people from all across the State and more, to witness the inception of what CS Music had to offer.”

The brand involved a regional influencer to break the twin news of the logo rebranding – an overlapping pattern of the initials of Chandukaka Saraf, and the founding year of the brand, 1827, to present a new bold look ‘CS Jewels’ – and inauguration of the music platform, capitalizing on it by announcing a contest.

All people had to do was follow both pages of @csjewelsofficial and @csmusicoriginals, and comment about a special moment with their jewellery in the comments section of the post about the music platform. Lucky winners received a diamond ring, an iPhone, and a Sony Bluetooth speaker as prizes. The brand had also announced a hefty donation of Rs 1 million for a noble cause if its official page got 100K followers by December 31, 2023.

A quick look at the Instagram handle of CS Music shows the sheer linguistic diversity of songs on the platform. From Marathi to Hindi, Kannada, Punjabi and even Sanskrit, the platform has given many a lyricist, singer and instrumentalist a golden opportunity to bring their talent to the fore.

CS Music has allowed the jewellery brand to venture big time into entertainment, and as music binds everyone, it is a platform that will uphold the vision of the brand and help it reach out to the masses in a big way with promotion of original music, going beyond pop culture.

Retail Jeweller India Exclusive