Kumari Fine Jewellery takes to Mumbai’s streets with distinctive brand campaign 

The luxury jeweller unveiled a branded Land Rover Defender as part of an innovative marketing strategy to boost visibility and drive footfall to its flagship store 

Mumbai: In the competitive world of luxury retail, building a memorable brand presence demands both innovation and precision. Kumari Fine Jewellery has embraced this challenge with a bold new initiative that promises to turn heads across Mumbai’s bustling streets. 

“We have branded a Land Rover Defender in Kumari’s signature pink colour, creating a striking mobile billboard that will command attention throughout the city,” says Amit Bandi, Chief Executive Officer of Kumari Fine Jewellery. He adds, “This carefully planned branding exercise represents our latest step in building brand recognition.”  

The luxury jeweller, known for celebrating individuality and self-expression, has strategically chosen this eye-catching approach to reflect its brand ethos. “A vibrant colour scheme on such a commanding vehicle naturally draws curiosity – precisely what we aimed to achieve,” Bandi explains.

At the heart of this innovative campaign lies a cleverly positioned QR code on the vehicle’s external spare tyre, designed to catch the eye of passing pedestrians and motorists alike. Bandi says, “Every aspect of the vehicle’s design embodies our fine jewellery brand’s essence. The QR code directs people to our Kala Ghoda store, while our website address on the car door provides an additional engagement touchpoint. This dual-channel approach aims to enhance both our digital and physical presence.”

The initiative serves two primary purposes: establishing a distinctive brand presence in Mumbai’s luxury landscape while driving footfall to Kumari’s inaugural flagship store. The choice of a Land Rover Defender as the campaign’s centrepiece aligns perfectly with the brand’s premium positioning. 

Looking ahead, the vehicle will serve as an exclusive delivery service for the brand’s high-value customers, though specific details of this service are still being finalised. The company hints at exploring additional possibilities to maximise the initiative’s potential. 

Despite being relatively new to the market, Kumari Fine Jewellery has already established solid foundations for growth. The brand’s ambitious expansion strategy includes plans for additional stores across Mumbai and other major Indian cities. Through innovative promotional campaigns like this mobile branding initiative, Kumari is focusing not just on increasing visibility but on achieving sustainable, quality-driven growth. 

Written by Aparna Bhowmick  

Retail Jeweller India Exclusive