Manik Chand & Sons Jewellers innovates with AIIMS sponsorship strategy

The brand has transformed traditional sponsorship by strategically distributing gift cards, creating an innovative pathway to engage with AIIMS Guwahati’s academic community

Guwahati: In a strategic move that transcends traditional sponsorship, Manik Chand & Sons Jewellers has elevated its cultural patronage by supporting Eternia, the flagship cultural festival of the All India Institute of Medical Sciences (AIIMS), Guwahati. The four-day event, running from 27 to 30 November 2024, showcases diverse talents through performances spanning dance, drama, music, and fashion.

Now in its second consecutive year of sponsorship, the jewellery brand has distinguished itself by implementing an innovative approach that goes far beyond conventional event support. Central to this strategy is the distribution of approximately 450-500 carefully curated gift cards to institute staff members, a calculated move designed to forge deeper community connections.

“These gift cards offer recipients exclusive and personalised offers and discounts at our store, effectively encouraging them to explore our jewellery collection,” explained Mahatwa Soni, Director of Manik Chand & Sons Jewellers. The initiative strategically targets a fresh consumer base, aiming to expand the brand’s market reach and engagement.

Soni astutely recognises the broader potential of this partnership. “AIIMS attracts students and academic staff from across the country,” he noted, highlighting the opportunity to create brand awareness in cities where the jeweller currently lacks a direct presence. By encouraging students to collect gift cards directly from store staff, the brand is deliberately strengthening its connection with the younger demographic.

Soni emphasised, “This is more than a mere sponsorship activity. We aim to establish a long-term, fruitful association with the institute.” This commitment is not without precedent; the brand’s decade-long partnership with IIT Guwahati’s cultural fest, ‘Alcheringa’, demonstrates its consistent approach to meaningful institutional collaborations.

Beyond event sponsorship, Manik Chand & Sons Jewellers actively supports social welfare initiatives and innovative student projects. By championing endeavours that address real-world challenges, the brand effectively amplifies its corporate social responsibility, simultaneously empowering students to develop impactful community solutions.

The gift card initiative represents a nuanced marketing strategy—transforming sponsorship from a passive financial contribution to an interactive engagement platform. By providing tangible value to participants, the brand creates a memorable touchpoint that extends far beyond the festival’s four-day duration.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive