Jagannath Gangaram Pednekar Jewellers impacts target audience with Maharashtracha Favourite Kon show 

The reality show, broadcast on Zee Talkies, saw the brand felicitate women awardees with jewellery pieces from its popular Maharashtrian Nath collection  

Mumbai: In India, maximum brand discovery happens when an enterprise collaborates with big crowd-pullers such as cricket, cinema or reality shows on television. For Jagannath Gangaram Pednekar Jewellers, a collaboration with the show ‘Maharashtracha Favourite Kon’ on Zee Talkies has given it brilliant traction since the show was launched seven years back. 

The latest edition of the reality show, broadcast in March, had the who’s who of the Marathi film industry congregate for a night celebrating cinematic excellence across various categories. As the jewellery partner, Jagannath Gangaram Pednekar Jewellers helped brainstorm and create several award categories, and also felicitated each woman awardee with a signature Maharashtrian Nath jewellery piece.  

“This is the seventh year of our collaboration with the show, ever since the first edition was broadcast on Zee Talkies,” said Anand Pednekar, Director, Jagannath Gangaram Pednekar Jewellers, who got a great opportunity to integrate a popular collection of Naths of versatile Maharashtrian traditional designs, launched in 2023 into the show.  

Maharashtracha Favourite Kon is one among many reality shows and TV soaps that the brand is collaborating with to tap into a State-wide audience base. In fact, the brand’s reach has expanded from audiences within the State and countrywide to even NRI communities in Australia, New Zealand and other countries through these tie-ups. “We are there on Zee Marathi, Zee TV and all their channels. We collaborate as jewellery partners in five reality shows and TV soaps,” Pednekar stated. 

The brand’s Rajeshahi collection features in a new show on the Zee network, in which royal jewellery ranges worn by kings, queens and courtesans are re-imagined and exhibited for modern-day use. “We had fashion shows around the Rajeshahi collection at Chiplun and Ratnagiri recently. We have also been a part of media house Lokmat’s awards ceremony titled Lokmat Maharashtrian of the Year Awards 2024,” added Pednekar.  

Such intuitive collaborations lead to increased footfalls at the brand’s 19 retail stores across the State. Ground-level marketing via print media has helped a lot, and brand discovery happens when the target audience gets introduced to the brand’s designs on television. “People discover the brand through such integrations with entertainment channels and shows. Once they see the product on-screen, enquiries start pouring in online and offline,” Pednekar concluded.  

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