Featuring oversized 3D models of intricate bridal pieces from the Shrungar Collection of wedding jewellery, the installation at Dadar in Mumbai has been successful in capturing the attention of passers-by and making the brand highly visible
Mumbai: Jagannath Gangaram Pednekar Jewellers has launched a unique and innovative marketing campaign by way of a 3D bus stop installation to promote its Shrungar Collection of wedding jewellery. Located strategically opposite Plaza Cinema in Dadar West, Mumbai, this installation features oversized, intricate 3D models of bridal jewellery pieces. The display has transformed a standard bus stop into an elegant showcase of the brand’s craftsmanship, creating an engaging and memorable visual experience for passers-by. By evening, the installation is illuminated, amplifying its impact and making the brand highly visible.
Sharing insights into the inspiration behind this eye-catching campaign, Sanika Pednekar, Creative Director of Jagannath Gangaram Pednekar Jewellers, said, “We are always looking for ways to try something unconventional. After our previous 3D installation, we decided to take it a step further and create something larger, something that truly captures attention.” The 3D models replicate the grandeur and detail of JGP Jewellers’ Shrungar Collection of traditional Marathi wedding jewellery, making it highly relatable to the local audience.
The decision to use a bus stop as the location for this campaign was a strategic move to create brand visibility in a busy, high-traffic area. This out-of-home (OOH) advertisement is part of a broader effort to build brand recognition and connect with potential customers through a creative, high-impact display. “This is not just about increasing footfalls. We aim to catch the eye and ensure the brand stays top-of-mind, particularly around Gudi Padwa and the launch of our new collection,” explained Pednekar.
The public response to the installation has been extremely positive, with many praising its originality. “People are really appreciating the innovation. It’s something they’ve never seen before, and the feedback has been overwhelmingly good,” Pednekar noted. “While the immediate increase in foot traffic is difficult to measure, the campaign’s primary goal is to enhance brand recall and engage a wider audience.”
Since its establishment in 1965 by Shri Jagannath Gangaram Pednekar, Jagannath Gangaram Pednekar Jewellers Pvt. Ltd. has become a leading name in the jewellery market of Maharashtra. It has 21 stores across Maharashtra and Goa, and continues to offer exquisite collections that cater to diverse tastes.
Written by Achal Chaubey
Retail Jeweller India Exclusive
