PNG Sons’ Marathi influencer campaign nudges on currency of gold purchase 

Created in Marathi language by social media influencer Aditya, the local touch has struck a chord with the Maharashtrian jewellery market 

Pune: Influencer marketing is an important aspect of busniess today, and Pune-based PNG Sons’ recent influencer marketing activity ensures that its customers and jewellery consumers in the region are able to relate to the purchasing behaviour. 

Using humour, the reel in question features social media influencer Aditya or the.brewkenstein, who comically describes how Maharashtrians in general try to procrastinate events and tasks with the Marathi term ‘baghu’, (we will see). The reel has generated around 10,000 likes and shares, and over 2 lakh views across channels as it addresses an important theme – the moment or ‘muhurta’, which matters when it comes to purchasing gold. In most regions of India, where gold is closely connected to auspicious occasions, such as Akshaya Tritiya, the narrative nudges the consumers to not postpone the purchase of gold until later, stressing on the currency. 

Commenting on the practice of involving social media influencers, Aditya Modak, CFO and CMO, P N Gadgil & Sons Ltd. commented, “When influencers, especially those with a strong reputation, endorse a jewellery brand, it enhances the brand’s credibility. Their followers trust their recommendations, which translates to a higher level of trust in the brand itself. This can be particularly powerful in the jewellery industry, where trust and authenticity are paramount.” 

Having a local influencer speak in the Marathi language with some use of English, also makes the content easily relatable as the terms and behavioural quirks mentioned in the reel are typical of the community. 

With the help of this local influencer, the brand has also been able to tap into his base of Maharashtrian followers, which is the brand’s target demographic, as it connects with them via a simple brand mention and the timely branding at the end of the reel, without going overboard.  

This trend also shows how influencer marketing can be a subtle but effective form of communication, beyond brand visibility. Discussing this particular collaboration, the brand opted to showcase branding instead of its products, collating the influencer’s perspective and content to present the brand’s packaging and highlighting the logo. 

“The engaging audio-visual content by the influencer weaved a story around our brand. This activity also adds another layer to the brand’s marketing strategy, diversifying its approach. This diversification can make our marketing efforts more resilient and adaptable to changing market trends and consumer behaviours,” added Modak. 

The brand has also enhanced its visibility by linking the brand’s online portal to the content by influencers and their social media, thus boosting its search optimisation and online traffic. “This type of marketing also encourages customer engagement to a significant extent. This increased engagement translates into higher sales through trusted recommendations, long-term customer acquisition, and enhanced brand loyalty,” he said. 

According to the brand, customers positively responded to this endorsement due to the influencer’s clout, who is well-known for this humorous content. The brand also saw a surge in positive comments and reviews, noting that collaborations with trusted influencers helped foster brand loyalty, increasing the scope for acquiring repeat buyers. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive