Chandukaka Saraf Jewels sponsors Marathi cultural show ‘Sobaticha Karar’, witnesses increased brand presence 

The brand also cited the uniqueness of the content, criteria and the format of this Marathi-language show is what inspired the brand to sponsor this event, which was not only a first for the brand but also for the city of Satara 

Satara: Chandukaka Saraf Jewels recently sponsored ‘Sobaticha Karar’, a Marathi poetry, ghazals, and rubais show held at the Shahukala Temple in Satara. This event, which attracted around 700 attendees, was organized by Cultural Katta, an esteemed art and entertainment group.  

“We have a store in Satara and are generally involved in marketing activities for the showroom. This was a monthly event where we participated as a sponsor,” said Siddharth Shah, Director, Chandukaka Saraf Jewels Pvt Ltd. 

The sponsorship of the event is part of the brand’s larger strategy to engage with the community and support cultural initiatives. The event featured performances by renowned poets and musicians. Through the sponsorship of such cultural events, Chandukaka Saraf Jewels aims to forge and strengthen its connection with the local community, regional art, and culture. The brand pointed out that for a city like Satara, an event of this magnitude was new, and the city wholeheartedly appreciated and enjoyed the show. 

The event was widely promoted, and entry was chargeable but open to all. The show also enabled online booking of tickets along with phone bookings. The online promotions were mainly carried out by the other entities such as Cultural Katta and Sobaticha Karar, while the jewellery brand was tagged in the posts. The successful turnout and positive reception of the event highlight the brand’s effective outreach and its dedication to contributing to the cultural vibrancy of the region. 

Social media was one of the primary modes of promoting the event, where the brand’s page features the reels from the event. Apart from that, promotions were also done offline via hoardings and board advertising. “The word-of-mouth publicity also helped in the promotion as it is a traditional but very effective mode of advertising a brand and its activities,” he said. 

By associating itself with a cultural event that is organised by a women-run group, the brand is also further reinforcing brand recall and prominence within women’s communities. “An audience, group or community comprising mainly women is important for us as they form most of our client base,” maintained Shah.  

The brand also cited the uniqueness of the content, criteria and the format of this Marathi-language show is what inspired the brand to sponsor this event. “This was our first time sponsoring an event such as this. Everything about it is different from the regular arts and cultural shows,” he maintained. 

He continued that this association would certainly impact and influence the brand’s image, as most of the attendees were high-net-worth-individuals (HNIs). This would also extend the brand’s reach to a new base of potential clients, possibly leading to better conversions. Shah said that such sponsored events facilitate one-on-one interactions between the brand and the attendees. 

The jewellery brand, which had also launched an entertainment reality show titled CS Music in the recent past, has aimed to understand and connect with consumers from different communities, owing to the multilingual format of the show. “On the most recent occasion of Ashadi Ekadashi, we were also the associate sponsor of Abhangavani, an event by Culture Club. We were associated with Maharashtra Times for this event. Such programmes, especially related to the Marathi language, help us connect with a wider base of regional jewellery consumers,” he concluded. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive