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GRT Jewellers launches MS Dhoni Men of Platinum campaign with in-store contest

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GRT Jewellers launches MS Dhoni Men of Platinum campaign with in-store contest
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The jeweller’s omnichannel campaign features compelling videos with MS Dhoni and S. Badrinath, whilst driving store footfall through an innovative social media competition

Chennai: Chennai-based GRT Jewellers has unveiled a creative campaign for its exclusive MS Dhoni Signature Edition platinum jewellery collection by Men of Platinum, combining robust digital engagement with immersive in-store experiences.

At the heart of the campaign is a masterfully crafted video featuring MS Dhoni himself, where the cricket icon is seen wearing select pieces from the signature collection. The narrative skillfully weaves together Dhoni’s inspiring cricket journey, emphasising the dedication, strategic planning, and unwavering determination that have defined his success. Through powerful visuals and thoughtful voiceover, the film highlights the core qualities that have made Dhoni a legend both on and off the field.

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Adding depth to the campaign is an engaging segment featuring former Indian cricketer S. Badrinath. The video captures a genuine moment where Badrinath approaches two cricket enthusiasts during practice, initiating a conversation about their sporting inspirations. The discussion naturally gravitates towards Dhoni’s enduring influence on the sport. Through this interaction, Badrinath eloquently conveys how Dhoni’s impact transcends cricket, touching on his exceptional leadership, legendary calm demeanour, and remarkable focus under pressure—characteristics that have not only led to numerous cricketing victories but also inspired the collection’s aesthetic.

The campaign introduces a unique approach to retail engagement through a strategic social media contest launched across Instagram and Facebook. Using the campaign hashtag #MSDhoniXMenOfPlatinumAtGRT, visitors to GRT showrooms can participate in an interactive digital experience: by scanning a QR code at the platinum counter, they can capture a virtual selfie with a digital avatar of the ‘Man of Platinum’ himself. To complete their contest entry, participants must share their creative photos on social media with captions that connect to Dhoni’s legacy, while tagging GRT Jewellers. This interactive element offers participants the chance to win exclusive platinum jewellery pieces.

The jeweller’s in-store experience has been meticulously crafted to showcase the collection’s premium positioning. The campaign video offers glimpses of the thoughtfully designed store displays, where the MS Dhoni Signature Edition collection enjoys prominent placement, underscoring its exclusivity and connection to the cricket legend. The footage also features S. Badrinath engaging directly with the collection, examining various pieces and trying on selected items, giving viewers an intimate look at the designs and craftsmanship.

This comprehensive campaign bridges the digital-physical divide, creating an immersive brand experience that celebrates both fine jewellery craftsmanship and sporting excellence. By leveraging Dhoni’s iconic status and combining it with interactive elements, GRT Jewellers has crafted a multi-faceted campaign that not only promotes the exclusive collection but also drives meaningful engagement and foot traffic to the store.

The strategic use of multiple touchpoints—from compelling video content to social media integration and in-store activation—demonstrates GRT Jewellers’ understanding of modern retail dynamics. This approach ensures the campaign resonates with both jewellery enthusiasts and cricket fans while maintaining the premium positioning essential for a platinum jewellery collection.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive

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