The brand stepped into a new engagement space with its latest sports association, getting access to live audiences both on-ground and digitally through online streaming
Indore: D.P. Jewellers recently entered sports-led engagement through its association with the Madhya Pradesh League (MPL) cricket tournament, aiming to connect with audiences beyond its retail stores. The partnership placed the brand on a cricket platform that reaches audiences across Madhya Pradesh and through digital streaming on Disney+ Hotstar, creating visibility even in regions where it has limited physical presence.
According to Aman Kataria, Director, D.P. Jewellers, the decision to partner MPL was linked to supporting emerging players. “Cricket has a wide following in India, and the MPL gives players from smaller cities a chance to be seen. Our aim was to support that ecosystem,” he said. The league, now in its third season and hosted at Holkar Stadium in Indore, has brought together players seeking recognition at a wider level.
The brand’s role as Umpire Partner within the league aligns with its values of precision and process. By associating with the umpiring function that is central to decision-making in the sport, the company linked its identity to accountability. This alignment extended into on-ground and broadcast presence, with branding visible during matches and integrated into digital streaming.
D.P. Jewellers also introduced engagement touchpoints within the league. The ‘Jewel of the Match’ recognition included the presentation of a silver coin, linking performance in sport with symbolic value. In parallel, the company distributed match tickets to customers, creating a direct bridge between retail engagement and live event participation. This approach led to increased enquiries across its store network, particularly from customers seeking access to matches.
Marketing activity extended across multiple touchpoints during the league. The brand had digital hoardings and on-ground displays placed across the stadium, ensuring continuous visibility during live matches. In addition, advertisements were run during match broadcasts on Disney+ Hotstar, further expanding the brand’s reach beyond the stadium. The retailer also produced content around players, including interviews that document their journeys and views on the sport. This content strategy placed the brand within narratives of effort and progression, going beyond product-led messaging.
“We are seeing enquiries across our stores, and customers are aware of the association. The response shows that such platforms help us reach audiences beyond our immediate markets,” Kataria noted. With matches streamed online, the brand gained visibility among viewers outside central India, entering new geographies.
Associations with sports leagues provide jewellers with access to large audiences without relying on traditional campaign cycles. These platforms enable brands to build recall through repeated exposure, while also supporting customer acquisition by linking retail engagement with experiences such as event access. The combination of on-ground presence, digital reach and customer participation creates multiple entry points for new consumers.
For D.P. Jewellers, the MPL association reflects a model where brand building is integrated with community participation. While the immediate impact is seen in visibility and enquiries, the longer-term value lies in establishing relevance across audiences who engage with the sport.
Founded in 1940 in Ratlam, Madhya Pradesh, by Shri Dhulchand Ji Kataria, D.P. Jewellers, a venture of D.P. Abhushan Ltd., has grown into a retail network of over 11 stores across Ratlam, Indore, Udaipur, Bhopal, Kota and Ajmer, with its 12th store opening soon in Dhar.
Written by Achal Chaubey
Retail Jeweller India Exclusive
