GRT Jewellers marks International Men’s Day with behind-the-scenes video of ad with brand ambassador R Ashwin

The brand recently announced its association with the cricketer, as it goes deeper into the men’s jewellery segment

Chennai: To mark International Men’s Day on November 19, GRT Jewellers shared an exclusive video of behind-the-scenes glimpses from an ad shoot with its brand ambassador, cricketer Ravichandran Ashwin. GRT Jewellers had recently announced its association with Ashwin, an organic step as the cricketer native to Tamil Nadu commands a significant fandom across the State which predominantly makes up the brand’s primary customer base.

GRT Jewellers released the collaborative post with the cricketer, garnering over 2,500 likes on Instagram, a platform where the brand has more than 200K followers. “Happy International Men’s Day to all the remarkable men who inspire strength, resilience and kindness every day,” the post said. Prior to release of the behind-the-scenes (BTS) shoot snippets, the brand had released a 45-second multilingual video ad with the cricketer. The sharply edited BTS video provides for an exhilarating viewing experience of a jewellery photoshoot with the player.  

GRT jewellers has renewed its interest in the men’s jewellery segment in recent times. In addition to the brand’s original jewellery creations, it partnered with the Platinum Guild International (India) to retail their Men of Platinum collection as part of a shop-in-shop (SIS) arrangement.

The brand released a collaborative in-store campaign to market the collection alongside other Men of Platinum advertisements. The dynamic social media campaign offered an innovative way for customers to engage with the brand. The contest, running across Instagram and Facebook, invites participants to connect with cricketer MS Dhoni, the ‘Man of Platinum’, through a unique digital experience.

Using the hashtag #MSDhoniXMenOfPlatinumAtGRT, visitors to GRT showrooms can scan a QR code at the platinum counter to take a virtual selfie with a digital avatar of Dhoni. To enter the contest, participants need to share their creative photos on social media, adding captions that resonate with Dhoni’s legacy, while tagging GRT Jewellers. The campaign gives participants the chance to win exclusive platinum jewellery pieces.

GRT Jewellers operates 60 retail stores across India, and recently celebrated the launch of its milestone 60th store at Anantapur in Andhra Pradesh. It has announced the launch of its 61^st showroom at Rajahmundry on November 20. The brand also has an international presence with one store each in the UAE and Singapore.

Retail Jeweller India News