Within this campaign, combinations of various product categories of the brand are mixed and matched, duly promoted by influencers to strike a chord with the audience
Mumbai: Jewellery that is versatile and enables the wearer to identify with it is in trend, and Kumari Fine Jewellery is out to make the most of it with its ‘Style Squad’ campaign. The recently-launched campaign, which shows the brand’s jewellery offerings through different styles and looks, has been widely promoted by the brand through a series of reels.
“We are in an era where everything revolves around styling, and everyone is talking about it. We decided to lead jewellery styling through a comprehensive campaign that explores all possibilities and approaches of jewellery styling,” commented Amit Bandi, CEO, Kumari Fine Jewellery.
Within this campaign, the brand is highlighting different personas, defined by different combinations of jewellery. The first look featuring a mix of statement necklaces, bold rings, enamel jewellery and earrings is titled ‘The Loud & Proud’. The look is defined by daring choices, involves extravagant, eye-catching pieces that boldly assert their presence.
The second persona or style is ‘The Sleek Chic’, which highlights modern sophistication. This persona blends elegance with contemporary trends through delicately stacked and layered accessories such as minimalistic rings in stacks, layered necklaces and classic bracelets, keeping up with the name of the persona.
The third look is ‘The Enchanted Bloom’ that comprises elements of nature in the collections and pieces. The pieces that define this persona are necklaces, stacking rings and bracelets with a botanical and floral theme.
The brand is using influencer marketing to ensure that the idea of the campaign is communicated effectively. “We have influencers from the jewellery styling genre, who are leading the campaign with their content to establish a rapport with the audience,” said Bandi, one of the masterminds behind the concept.
The digital-first campaign is aimed at the generations who are always up to date on the latest trends. “We are also focusing first on metropolitan cities, where the audience is quite fashion forward and understands the nuances of jewellery styling,” added Bandi.
Through this campaign, Bandi said that Kumari Fine Jewellery has focused on the varying styling needs of women and how the brand is identifying with and adapting to these expectations. “The campaign is based on the idea that today’s women change looks throughout the day and should not have to compromise with the same set of jewellery or the same style.”
Collectively, the brand has aimed to present these personas in a way such that they illuminate the multifaceted nature of the brand’s creations, inspiring individuals to embrace their distinct styles and wear their personalities every day.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
