Kalyan Jewellers keeps audience engaged with the broad spectrum of Shubh Muhurat campaign

Festivities drive jewellery business in the country after wedding. With the new normal affecting celebrations countrywide, a greater focus is on the most auspicious time to celebrate an occasion without hassle. And Kalyan Jewellers is exciting customers through their Shubh Muhurat campaign.

Kerala’s annual harvest festival Onam has started in August 12 and will continue till August 23. To commemorate the occasion, the brand has started promoting contemporary jewellery designs right from Atham, the first day of Onam on August 12. Since Shubh Muhurat translates to an auspicious occasion, the brand has been targeting every major occasion celebrated by a community such as Hariyali Teej or an important personal event such as Griha pravesham, Roka or Annaprashan. The brand has been focusing extensively on the Shubh Muhurat campaign since July on social media.

Three months before, the brand launched an extravagant campaign featuring Amitabh Bachchan, Katrina Kaif and Jaya Bachchan for the Hindi leg of their promotional campaign on bridal jewellery. The segment is also available in Tamil and Telugu versions featuring stars to strike a direct correlation with the audience’s emotions. In 2020, the brand also floated South Indian campaign to focus on intimate, homely wedding ceremonies. Such positioning shows how mindful the brand is in considering public concerns and issues faced at the time of pandemic.

The most interesting aspect of the Shubh Muhurat campaign is its broad inclusion of all Indian occassions and ceremonies. This also leaves scope for personal occasions that are also auspicious, and thus in line with the brand positioning.

Written by Shubham Dasgupta

RJ exclusive