The association supports long-term brand-building ahead of the launch of Chetmani’s eighth store in Varanasi
Varanasi: Chetmani Ornaments & Jewellers recently collaborated with the cast of the Zee5 sitcom ‘Bhabhi Ji Ghar Par Hain’ as part of its brand-building strategy. The campaign featured cast members Vidisha Srivastava, Aasif Sheikh and Rohitashv Gour, aligning the brand with a television programme that has strong viewership base in North India.
Sumit Agarwal, Director, Chetmani Ornaments & Jewellers, said the objective was to connect with audiences who identify with the show and to strengthen the brand’s positioning in its core market.
The campaign was rolled out across social media, billboards, cinema halls and print publications including Dainik Jagran, Hindustan Times, Hindustan and Amar Ujala. Around 35 to 40 billboards were installed as part of the outdoor activity. The social media campaign recorded close to one million views, according to the company.
“Customers responded positively to the association. Viewers engaged with the campaign online and shared their reactions across platforms. Many appreciated seeing a Varanasi-based brand associated with known television personalities. The collaboration increased conversations around the brand and strengthened recall among existing and potential customers,” said Agarwal.
On the business impact, Agarwal stated that such associations are aimed at long-term positioning rather than direct sales conversion. “When people see celebrities promoting you, they feel your brand is more authentic compared to other jewellery brands available in the market,” he said. He added that the collaboration enhanced credibility and trust, which supports customer acquisition over time.
The collaboration also precedes the launch of the brand’s eighth store in Varanasi, where actor Saumya Tandon is expected to attend the opening. It forms part of Chetmani’s broader marketing plan to strengthen its presence in its home market.
Currently, Chetmani Jewellers operates seven stores in Varanasi, with plans to open one more in the coming months.
Written by Achal Chaubey
Retail Jeweller India Exclusive
