Rather than limiting itself to conventional sponsorship, the brand made a strategic leap by acquiring Bundelkhand Bulls, one of the competing teams in Season 2 of the MP League Scindia Cup, marking its maiden association with grass roots sports
Gwalior: Marking its debut in sports branding, Gahana Jewellers recently participated in Season 2 of the MP League Scindia Cup, and leveraged the opportunity to connect with young audiences. Rather than limiting itself to conventional sponsorship, the brand made a strategic leap by acquiring one of the competing teams, marking its maiden association with grass roots sports.
“We purchased a team called Bundelkhand Bulls and collaborated with them for MPL Season 2. Branding and ads were part of the association throughout the tournament,” said Ajay Mangal, Director, Gahana Jewellers. From jerseys to banners, the branding was visible across the match venue, helping the jeweller connect with new audience segments that may not have been exposed to jewellery marketing.
The core driver behind this partnership was the brand’s intent to appeal to Gwalior’s younger population, many of whom are more responsive to digital content, lifestyle-led experiences and regional sports culture. “This is a small city, and we want to see local players emerge from here. This collaboration was a way for us to encourage young talent,” Mangal explained. According to him, it was also a way to communicate that the brand is in tune with the community’s evolving interests.
Cricket, with its deep cultural grip across the country, especially in Tier II cities like Gwalior, provided a suitable platform for this shift. The MP League, still in its early phase, is gaining traction among local audiences. With enthusiastic crowds and a growing number of young players looking to make their mark, the tournament offers a relevant and emotionally resonant stage for brand-building.
To promote the collaboration, the brand focused on digital-first engagement, targeting the younger demographic and leveraging the community buzz around the league. “From next year, we plan to engage on a larger scale,” Mangal confirmed, hinting at integrated online and on-ground activations being considered for the next season.
An interesting facet of the campaign was its direct customer touchpoint. The brand offered 25-30 exclusive match tickets to premium clients as a gesture of appreciation. “We ensured our premium customers got to experience the matches firsthand,” Mangal noted, adding that the feedback was overwhelmingly positive.
While immediate returns on investment were not the focus, the brand is evaluating the intangible gains in terms of customer goodwill and brand differentiation. “A lot of people liked that we participated in MPL. The response has been good,” Mangal said. The brand believes that its presence in the tournament has created a memorable association that sets it apart from competitors.
Interestingly, this new branding move was born out of an informal conversation. An acquaintance who already owned a team encouraged Gahana Jewellers to join the league. What began as a friendly suggestion turned into a new direction for marketing and local engagement, and the brand is already viewing it as a recurring initiative.
Looking forward, the jeweller believes more regional brands should consider hyperlocal sports as viable platforms for consumer engagement. “There should be more tournaments like this, and jewellers should participate. The younger generation today is more inclined towards gadgets and technology. Initiatives like these could help bring some attention back to jewellery,” Mangal said.
Founded in 1993, Gahana Jewellers operates three stores in Gwalior, Jhansi and Guna, and is known for its extensive gold jewellery collections. With this foray into local cricket, the brand is now charting new territory in community-led, emotionally resonant marketing.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
