Lagu Bandhu Jewellers boosts brand recall with popular comedy show appearance

The brand’s strategic appearance on ‘Maharashtrachi Hasya Jatra’ and targeted social media promotion aim was meant to enhance visibility and attract younger audiences

Mumbai: Humour plays a vital role in many forms of communication, and Lagu Bandhu Jewellers’ partnership with the Marathi-language comedy show Maharashtrachi Hasya Jatra exemplifies this approach. The show, which first aired in August 2018 on Sony Marathi, has completed over 600 episodes and boasts a monthly Average Minute Audience (AMA) of 740.5 million. In a recent episode, Parag Lagu, Director, Lagu Bandhu Jewellers, made a special appearance.

“Our brand has long-standing business relations with the channel, and I was invited to be part of the episode. We felicitated the best performers on the show with a Lagu Bandhu Jewellers gift hamper”, says Lagu.

This strategic appearance created an opportunity for the brand to tap into a previously unexplored market of artists and entertainers. The gift hampers, in the form of vouchers, served as personalised invitations for recipients to visit the brand’s store, encouraging performers to explore the product offerings firsthand and creating a stronger connection between the brand and potential new customers.

Lagu adds, “This also means that the brand continues to associate with such talented artists and supports them in many different ways.”

To maximise the impact of this appearance, Lagu Bandhu Jewellers promoted the performer felicitations across its social media platforms, ensuring wide visibility and engagement. They also took a personalised approach by sending clips of the event directly to their customers. This well-planned promotion helped the brand achieve two key objectives. First, sharing the moment of celebration with their customers fostered a deeper sense of connection and enhanced communication between the brand and its patrons. Second, the broad social media outreach allowed the brand to reach a larger audience, attracting potential new customers. This approach to personal and public communication helped strengthen the brand’s presence in the market.

“We believe the positive response to this video, as well as our partnership with the channel, significantly enhances brand recall among our customers,” Lagu explains. “When viewers engage with such content, it reinforces their association with our brand and ensures that its recall value comes into play when they are considering future purchases.”

As a legacy jeweller, Lagu Bandhu Jewellers has customers of all age groups. However, with changing times, the brand is aiming to attract and connect with younger audiences. “Lightweight jewellery is becoming popular these days and is gaining huge traction among young minds. We find huge potential in that segment and also spot brand loyalty,” Lagu notes.

Its current association with Sony Marathi and Parag Lagu’s guest appearance on the comedy show is one of the many ways in which the brand is working to understand and reach out to younger consumers. The brand is set to sponsor a stand-up comedy show next month, further solidifying its commitment to engaging with this demographic.

This strategic marketing approach demonstrates Lagu Bandhu Jewellers’ adaptability in reaching new audiences while maintaining its legacy brand image. By leveraging popular entertainment platforms and social media, the brand is positioning itself to attract younger customers while reinforcing its connection with existing patrons.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive