L Gopal & Sons Jewellers associates with beauty pageants, leads promotions and marketing for contestants 

The events attracted entries from various parts of the North-East, while also witnessing an elite audience formed by the top echelon of the regional entertainment industry 

Guwahati: With the aim of promoting itself and representing the pride and culture of Assam, L. Gopal & Sons Jewellers recently sponsored the North-East Diva, a prestigious beauty pageant that celebrates the diverse talents of women from across the region. This event provides a platform for women to showcase not only their beauty but also their personalities, communication skills, and etiquettes. 

By sponsoring the North-East Diva, the brand identified with the elegance and cultural richness embodied by the participants and promoted the young talent in the region. The event attracted entries from various parts of the North-East. 

“As one of the most popular beauty pageants in North-East India, the winners of this event are directly selected for Femina Miss India. We were the jewellery partners for the pageant and our sponsorship not only boosted the event but also helped us promote ourselves,” said Vikash Soni, Partner, L. Gopal & Sons Jewellers. 

However, the brand said that their engagement with the pageant finalists is not just limited to the event itself. Elaborate photoshoots featuring the models wearing the brand’s jewellery have been promoted by the jeweller on their social media handles. “For us, the promotional aspect is important but as a leading jeweller in Assam, we want to bring pride to the state that has helped our business,” explained Soni, adding that they also designed the crown for winner of this event. 

The pageant was founded and is headed by Riniki Bhuyan Sarma, spouse of the current Chief Minister of Assam. For the participation and elimination rounds, each state conducts its own preliminary selections, where 10 finalists are chosen to advance. The selected ones from all states then gather in Guwahati for the final round of the competition under this event’s label. 

The jeweller is also the sponsor of another similar pageant titled DY Miss Sampoorna, organised by DY365, a local media channel. 

This pageant selects multiple winners across different categories, evaluating them based on their presentations and overall performance. Soni highlighted that the brand’s involvement as a sponsor extends beyond providing financial support. 

As part of their sponsorship, the brand actively engages in online marketing and promotional activities for the winners. This includes leveraging social media platforms and creating engaging digital content to maximize the visibility of the winners. In addition to their robust online presence, the brand places equal importance on offline promotions, organising extensive billboard campaigns in strategic locations to ensure widespread recognition and celebrate the achievements of the winners. “We choose the winners to become models for our jewellery and promote this initiative widely, which not only makes them popular but also brings our efforts to light,” he added. 

For both the events, the brand has set clear goals that it aims to achieve. To ensure that the events are graced by the crème de la crème of the North-East, well-known celebrities and members of the music and entertainment industry are invited to witness the pageants. The presence of these guests at the event gave the brand a chance to observe a potential base of high-net-worth individuals and their preferences, with an end goal to acquire their patronage.  

Soni commented, “Through these sponsorships, we get to associate with the attendees as well and do not have to do any private shows to showcase our products. These events also give us an opportunity to promote our bridal jewellery since many women are brides-to-be”. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive