Manikchand & Sons Jewellers’ appearance in ‘Bauli Fagun’ helps draw attention to their new store 

With the TV series attracting a viewership of nearly 300,000 to 500,000 per episode, the jeweller saw an opportunity to attract footfalls at their Zoo Road branch 

Guwahati: Collaboration plays a critical role for jewellers seeking to attract more customers and enhance their brand visibility. A recent example of this is the partnership between Manikchand Sons & Jewellers of Guwahati, and the popular Assamese TV series Bauli Fagun.  

Being a new store, the brand felt that this association was an apt way to attract more customers and jewellery buyers to their store. With the show attracting a viewership of nearly 300,000 to 500,000 per episode, the jeweller saw an opportunity to draw attention to this branch. 

This collaboration involved filming an episode at the jeweller’s Zoo Road showroom, which not only highlighted the brand in a well-loved soap opera but also brought the store into the spotlight among the show’s loyal viewership.

This is the first time the jeweller has partnered with a TV series and their third appearance in the regional language TV series this year. However, it was only recently that the video was promoted across social media. “We were approached by the producer and director of ‘Bauli Fagun’ because they felt the Zoo Road branch and our brand’s deep connection to the Assamese heritage would complement the theme of the show,” said Mahatwa Soni, Director, Manikchand Sons & Jewellers. He added that after clips of the recent video went viral, it prompted them to promote it further through their own channels. 

The recently-aired scene featured actors inside the brand’s showroom, with the shots highlighting various jewellery collections. Manikchand & Sons Jewellers took the opportunity to display their 22kt gold necklace sets in this episode. Soni mentioned that in previous episodes, they had showcased their antique jewellery pieces as part of the scenes, each time focusing on their signature collections. “After I saw increasing enquiries from customers, this time we requested the director to create a longer clip for us to be promoted”.

He pointed out that the brand’s Zoo Road showroom has also received accolades for the best showroom in North-East India, which was yet another reason for the creators of Bauli Fagun to partner with them. 

The targeted display of the jewellery categories in the TV series is also an effort at the brand’s end to highlight their products organically to a wider audience that previously may not have been aware of the jeweller’s offerings.  

“The exposure Manikchand & Sons Jewellers has received through Bauli Fagun has been fantastic as our customers have given us positive feedback and are feeling more connected with us after seeing our jewellery showcased in the series. And people have particularly appreciated the way the jewellery combines brand tradition with luxury”, added Soni. 

The previous episodes, which aired in January and April 2024, were filmed at the same branch because the jeweller believed this showroom, located within the Times Square Mall, would benefit from increased public exposure. Soni described the showroom as one of the most luxurious in the area, making it a suitable location for a television series of such reputation and reach. In the near future, the brand has plans to continue this collaboration as and when an appropriate opportunity for the jeweller arises.

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive