Promotion of the Margazhi Weekends focused on informing audiences about the performances, highlighting the artistes and sharing moments from the events through digital and in-store communication, with no brand messaging attached
Chennai: NAC Jewellers organized its annual Margazhi activity over two consecutive weekends in December, continuing a tradition for the brand over the last few years. Held on December 13-14 and December 20-21, 2025 as part of the brand’s engagement with the culturally significant Margazhi season, this year’s Margazhi Weekends were curated with a clearer focus on providing performance opportunities for emerging classical artistes.
The Margazhi Masam is the ninth month in the traditional Tamil calendar, which is meant to be an auspicious month for worshippers of both Shiva and Vishnu. Margazhi is also a culturally significant month in Tamil Nadu, closely linked to Carnatic music, classical dance and spiritual traditions. NAC Jewellers has, over the years, used this period to host Margazhi Weekends as a way to stay connected with the cultural fabric of the season. In 2025, the initiative evolved with stronger emphasis on young and upcoming performers who are still building their presence on established platforms.
Explaining the thinking behind the initiative, Anantha Padmanabhan, Chairman, NAC Jewellers said, “Margazhi has always been an important part of Tamil cultural life. Over the years, we have used this time to support the arts in our own way, and this year we wanted to focus more clearly on artistes who are still at the beginning of their journey.”
Across the two weekends, NAC Jewellers curated a series of performances featuring emerging talent from classical music and allied art forms. The programming was kept compact and focused, allowing audiences to engage closely with the performances.
A notable aspect of this year’s Margazhi Weekends was the formal recognition given to all participating artistes. “Recognition at an early stage can be very motivating,” Padmanabhan noted. “For many young artistes, being seen and acknowledged gives them the confidence to continue investing time and effort into their art.”
While NAC Jewellers has conducted Margazhi Weekends in previous years as well, the 2025 edition stood apart for its deliberate emphasis on lesser-known performers. The curation prioritized artistic merit and authenticity over scale, allowing deserving artistes to access a serious, attentive audience during a culturally relevant season.
Though the Margazhi Weekends are not hosted as a commercial activity, they play a big role in strengthening the brand’s connection with the community. Regular patrons, families and followers of classical arts associate the brand with cultural participation rather than only retail prowess.
“These weekends help us engage with people in a shared cultural setting,” Padmanabhan said. “It creates a different kind of connection, one that goes beyond transactions and builds familiarity over time.”
Promotion of the Margazhi Weekends remained measured, focusing on informing audiences about the performances, highlighting the artistes and sharing moments from the events through digital and in-store communication. The intent was to keep attention on the art and the artistes rather than on brand messaging.
By continuing its Margazhi Weekends while refining the focus each year, NAC Jewellers has maintained a steady presence within the Margazhi cultural calendar, using the platform to support classical traditions and offer space to the next generation of performers.
NAC Jewellers was founded by Nathella Narayana Chetty in 1917. The business expanded under his son, Nathella Anantham Chetty, who opened a store in Parry’s Corner, Chennai in 1973. Today, NAC Jewellers has 11 stores in Chennai and an exclusive showroom in Vijayawada, Andhra Pradesh.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
