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CKC Jewellers’ novel ‘Bow Wow Bling’ campaign launches the Pet Pooch collection, piques the interest of dog parents




The offbeat campaign builds a strong community of doglovers while strengthening the bond of trust shared between the brand and its customers

Dogs become the lifeline of people who own or have ever owned a dog, and the Pet Pooch Collection campaign, recently launched by C. Krishniah Chetty Jewellers, testifies to the strong bond canines share with their human companions. What started as a fun photoshoot with friends of C. Vinod Hayagriv, Managing Director of C. Krishniah Chetty Jewellers, a dog lover and parent to two Saint Bernards, turned into a mega-campaign engaging many dog parents. Dog-owners and their pets featured on the brand’s Instagram page wearing the beautiful jewellery from the collection. Candid and heartfelt emotions reflected through this campaign also underline the brand’s ethos based on trust and originality. 

The campaign, popular on Instagram under the hashtag #BowWowBling, showcases designs from the Pet Pooch collection comprising pendants for pets and their owners, rings for pet parents and brooches that can be pinned onto jackets. According to Hayagriv, the 18kt gold and diamond collection, which includes colourful pieces with enamel, is the brand’s testament to bringing alive the experiences of pet lovers in a very unique and original way.


“Many people even travelled out of town to participate in the campaign. There was a lot of word-of-mouth publicity, and about 120-150 people wanted to be part of the shoot. So far, we have accommodated only 20,”says Hayagriv.

The initiative was launched to help the brand connect with customers who are pet lovers and, by word-of-mouth, reach their friends and associates. According to Hayagriv, dolphins and swans have been used as a pattern on jewellery but designs like the Shih Tzu 18kt gold pendant from their Pet Pooch Collection are rare. “The collection and the campaign became an instant hit. These jewellery pieces are also customisable as our designers can cast or handcraft any pattern onto the pet jewellery, as per what the customer needs,” Hayagriv says.

The collection, which is available on the brand’s website and also at its stores, has pieces priced between Rs 50,000 and Rs 1 lakh, and weighing 10-50 grams. The campaign’s original theme has garnered huge attention. “Customers are very happy that we celebrate them and their pets through the photoshoot. We are also giving them keepsakes in the form of photoshoot pictures,” says Hayagriv.

The community-based campaign has hit the right chord with a niche audience group allowing the brand to actively engage with them and build personal connections.” It’s heartening to see how fellow dog lovers are meeting, forming WhatsApp groups and exchanging ideas on the well-being of canines,” Hayagriv says.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive

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