Kuldip Sons Jewellers sponsors KIQF’24, targets new market through participating educational institutions 

Being a pan-India quizzing event, promotions for the event were also held online for better reach across Instagram, where the collaboration between the jeweller and quizzing brand were publicised 

Ranchi: Aside from focusing on jewellery sales, brands also undertake sponsorships that indirectly impact their business and help them achieve the desired goals. In the case of Kuldip Sons Jewellers, their recent sponsorship of the Krayonnz India Quizzing Festival meant marketing their brand to an audience comprising young students, who participated in the quiz, and their parents, a potential base of jewellery customers. 

“The quiz was held online, and about 15 questions related to jewellery were prepared by the team at Kuldip Sons Jewellers. This was a pan-India quizzing festival and we were approached with the brief on the format. So, we decided to be the sponsor, considering the potential reach it can have for us,” commented Sunil Kumar Verma, Chairman, Kuldip Sons Jewellers Pvt Ltd. 

The sponsorship of the quizzing festival opened a new market for the jewellery brand, comprising the tech-savvy base of young customers in the form of college students and a more traditional group, represented by their parents. 

Being a pan-India quizzing event, promotions for the event were also held online for better reach, across Instagram, where the collaboration between the jeweller and quizzing brand were publicised. And while the latter also opted for a more direct marketing approach through WhatsApp stories, the word-of-mouth publicity also helped in equal measure.  

For the participation process, the Krayonnz application provides a user-friendly platform for students to register and stay informed about upcoming quizzes. Once registered, students receive notifications about scheduled quizzes, including details on the quiz timing and clear instructions on how to register if they are interested in participating. Moreover, the Krayonnz application extends its functionality to teachers as well. 

Saurabh Dixit, Founder, Krayonnz, spoke about the prizes associated with the quizzes and said, “KIQF’24 has a prize pool of Rs 2.5 lakh. There were 56 prized quizzes over the 12 days of the festival. Rs 3000 was given to the winner of the prized quiz and the winners and organisers also received 100 jackets and T-shirts,” he commented.  

The event was not only promoted by Krayonnz but also by the jewellery brand, with more than 50 colleges being shortlisted for the quiz. “The quiz was held on the Krayonnz platform and many schools and colleges from Ranchi, Dhanbad, and Jamshedpur participated. We received over 15000 registrations,” said Roopali Saraswat, Business Development Associate, Krayonnz.  

The brand, which has a legacy of 80 years and counting, has researched the market and jewellery consumers to understand that all promotional activities may not render the desired results immediately. “Though the event and our sponsorship were widely publicised, we have observed that it takes a while before we start seeing the impact in terms of walk-ins from existing and new customers, enquiries and sales,” said Verma. He, however, maintained that the regularity of such activities and promotions among a large audience resulted in positive results for the brand. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive