Wide Angle
PMJ Jewels turns to Times Square again for campaign to promote natural diamonds
Featuring brand ambassador Sitara, the ‘Natural Beauty, Natural Diamonds’ campaign appealed to both Indian and global audiences
New York: PMJ Jewels recently launched its ‘Natural Beauty, Natural Diamonds’ campaign at Times Square, New York, to promote natural diamonds and connect with both the Indian and global community in the United States. The campaign featured brand ambassador Sitara, as part of a larger effort to strengthen the brand’s presence in the US market in the ‘season of homecoming’ for NRIs. The brand had unveiled Sitara as its brand ambassador through an ad campaign at Times Square on July 4, 2023, which also signalled the brand’s return to the US after a pandemic hiatus.
“Times Square provides unparalleled visibility, making it the perfect platform for us,” said Neerav Challa, Head of Merchandising & Supply Chain at PMJ Jewels. “As we renewed our partnership with Sitara for this year,we chose to emphasize our commitment to natural diamonds and engage with both Indian and global audiences.”
The collaboration with Sitara has generated a positive response, especially among young girls in the US who now look up to her as a role model, said Challa. Campaigns with her have not only helped PMJ Jewels distinguish itself in a competitive market but also reinforced the brand’s ties to its South Indian heritage.
Sitara, the daughter of renowned South Indian actor Mahesh Babu, was chosen as the face of the brand for her alignment with the brand’s values. Unlike many other celebrity brand ambassadors, her association with PMJ Jewels highlights South Indian culture. Her natural charm and strong connection with the audience have played a key role in the success of campaigns featuring her.
PMJ Jewels, a family-owned business, has been crafting jewellery since 1964. With a legacy of 50 years, PMJ is in aggressive expansion mode, having embarked on a plan to strengthen its retail presence in South India. It has more than30stores across South India.
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