Flashing celeb sightings of B Praak and Jaani in-store, Sunder Jewellers boosts consumer reach, footfall

Celebrity endorsements have been a failsafe for fashion in India. Jewellery brands have always been working with B-town celebs for the largest possible reach to customers. But what adds the icing on the cake is when you have celebs buy from you at your showrooms. Sunder Jewellers, Chandigarh, has been doing it right for 5-6 years, and their latest Instagram story has in-store images of some of the biggest names in Punjabi entertainment today such as B Praak and Jaani.

One of those stories shows the celebration of the insanely popular song ‘Filhall 2’ in-store with Jaani cutting a cake for the same. Accessible to everybody, such informal associations with the celeb circles impress the audience on two factors. One, it shows the degree of interest of any star to celebrate a milestone with a jewellery brand. Second, it increases interest to purchase jewellery from a brand which is loved by celebrities.

Harjinder Khurana, partner, Sunder Jewellers, believes that there has been a lot of interest after he started promoting celeb footfalls on social media. “Artists such as B Praak and Jaani have been long-time customers. We have been making jewellery for their families. We are proud of our customisation facilities and when we customise men’s jewellery for such artists, it creates a big impact on prospects online and offline,” Khurana said. There is a strict no-disclosure policy that the brand maintains regarding the designs of products sold to VVIPs. This works wonders as inquiries increase after such celeb sightings.

Be it a brand recall ad or product promotion, celebrities drive reach across all demographics. According to Khurana, such curated celeb sightings and activities in-store would continue to excite consumers on social media initially, and then drive footfall.

RJ Exclusive