Participation of popular Star Pravah celebrities enhanced the appeal of the event and helped the brand create a more immediate and relatable connect with audiences
Mumbai: PNG Jewellers has returned with the ‘Chala Kheluya Mangalagaur’ event for the second consecutive year, continuing its partnership with television channels Star Pravah and Rajshri Marathi to connect with women through Maharashtra’s cultural traditions. This year, the association has expanded as an engagement platform, with Star Pravah celebrities, cultural activities and the integration of the brand’s Mangalsutra Mahotsav, bringing jewellery into the conversation around marriage, relationships and tradition.
The event recorded60+ million views through digital amplification, giving PNG Jewellers access to an audience with an interest in Marathi culture and entertainment. Celebrity participation also enabled the brand to communicate through familiar personalities, creating interactions that go beyond conventional brand visibility.
Hemant Chavaan, Head -CRM, Marketing, e-commerce and CSR, PNG Jewellers, said, “This year, PNG Jewellers’ association with ‘Chala Kheluya Mangalagaur’ has evolved into a much stronger engagement platform for the brand. The presence and participation of popular Star Pravah celebrities has helped us create a more immediate and relatable connect with audiences, taking the association beyond conventional brand visibility.”
The association allowed PNG Jewellers to position its mangalsutra offering within a cultural occasion that has relevance for women and families in Maharashtra. Chavaan said, “The endeavour this year has been to bring together culture, entertainment, celebrity engagement and jewellery discovery, making the association more experiential for audiences while creating a stronger connect with PNG Jewellers and the Mangalsutra Mahotsav.”
Cultural properties can support brand building by creating repeated consumer touchpoints around occasions that already have meaning for the target audience. Such associations can also support customer acquisition by combining entertainment and product discovery, while celebrity participation can help extend content across digital platforms. For PNG Jewellers, the second year of its association with ‘Chala Kheluya Mangalagaur’ provided continuity, allowing the brand to build familiarity rather than treating the activity as a one-off campaign.
Notably, Mangalagaur is a traditional and culturally rich celebration observed by newly married women in Maharashtra; thus it has a natural connect with Mangalsutras. With the Mangalsutra Mahotsav integrated into this year’s activity, the brand could use the property to strengthen its connection with women while maintaining its association with Maharashtra’s cultural calendar.
PNG Jewellers has a legacy of over 194 years and continues to evolve as a globally relevant brand under the leadership of Saurabh Gadgil. The brand now operates 80 showrooms across India.
Written by Achal Chaubey
Retail Jeweller India News
