The campaign taps comedy to build its storyline, and has generated both online engagement and in-store conversations
Mumbai: Lagu Bandhu Jewellers has launched a detective-themed campaign featuring Marathi playback singer and actor Aarya Ambekar to drive audience engagement through a comedy storyline. The campaign uses comedy to encourage jewellery discovery in a way designed to capture attention and promote repeat viewing.
Explaining the concept, Kunal Lagu, Director, Lagu Bandhu Jewellers, said, “The idea behind the detective-themed campaign with Aarya Ambekar was to break away from the conventional, beauty-centric jewellery advertising format and create something far more engaging and memorable. Instead of showcasing jewellery through predictable glamour shots, the brand chose to tap into comedy, a content category that audiences genuinely enjoy and actively engage with today.”
The campaign revolves around a detective tracing the source of jewellery seen in different situations. The investigation leads back to Lagu Bandhu Jewellers, reinforcing the brand’s message that distinctive jewellery can be identified with the brand.
Lagu added, “We chose Aarya Ambekar because she represents artistry, more than just celebrity appeal. Her journey reflects talent, dedication and cultural depth – qualities that closely align with Lagu Bandhu’s legacy of craftsmanship and authenticity.”
The campaign has gone live on televisionand digital platforms, in cinema halls, and is being promoted through programmatic advertising on websites with a female audience base. Print advertisements and hoardings have also been used to extend the campaign’s reach.
According to the brand, the campaign generated engagement both online and in stores. At a time when fluctuation in gold prices affected footfalls, the campaign stoked customer interest and drove store visits. Customers referred to the advertisement when visiting stores, showing recall created by the campaign. The brand also received direct messages from viewers who responded to the storyline and the presence of Aarya Ambekar.
The integrated marketing plan helped Lagu Bandhu Jewellersto expand visibility through the campaign and strengthen brand awareness across multiple platforms.
Lagu Bandhu Jewellers operates a total of seven stores, including five in Mumbai and two in Pune.
Written by Achal Chaubey
Retail Jeweller India Exclusive
