The retailer is promoting the association at its store and offering customers a jewellery purchase-linked movie experience reward
Patna: Rajlaxmi Jewellers has partnered with the recently released Bollywood psychological thriller ‘Toxic’, starring actors Yash, Kiara Advani and Tara Sutaria, as the film’s official jewellery partner. The association has given the Patna-based retailer an opportunity to place its jewellery within the film while using the visibility around the release to create awareness and customer engagement for its retail business.
“Our objective was to connect Rajlaxmi Jewellers with Bollywood and use the visibility offered by a film association to build greater awareness for the brand. As a jeweller from Patna, this association gives us an opportunity to reach audiences beyond our existing market and strengthen the brand’s visibility,” says Nikhil Raj, Director, Rajlaxmi Jewellers.
As part of the association, jewellery from Rajlaxmi Jewellers has been featured in some scenes in ‘Toxic’. The pieces were created for the film after the production team requested lightweight jewellery. The retailer developed designs that combined the lightweight requirement with intricate detailing before having the pieces manufactured for the project.
The film association is also being taken into the showroom through a 10-day in-store activity. This creates a direct interaction point where customers can learn about the association while shopping across jewellery categories atRajlaxmi Jewellers.The visibility generated through cinema thus connects with the retailer’s physical store and provides a route from awareness to actual customer engagement.
The retailer is also introducing a purchase-linked movie experience reward as part of the activity. Customers purchasing jewellery from the store will be offered movie tickets under the initiative, creating an additional reason for them to participate in the activity.
The partnership has already started generating conversations around the retailer. For Rajlaxmi Jewellers, this response provides an early indication of the association’s ability to create awareness around the brand and its entry into a film property.“Since this is our first association of this kind, we will be able to assess the impact more clearly when we undertake similar activities in the future. At present, the response is visible through people enquiring about our association with ‘Toxic’, including enquiries from our wholesale section. We see this interaction itself as an indication of engagement with the brand,” says Raj.
The ‘Toxic’ association is giving the brand visibility, while it explores cinema-led marketing as part of its wider customer engagement strategy.Film visibility can generate curiosity, while product showcases and purchase-linked incentives can encourage customers to visit the showroom. These interactions can help retailers convert brand awareness into enquiries, store visits and potential purchases, supporting customer acquisition.
Rajlaxmi Jewellers operates one retail store in Patna alongside two gold wholesale and two silver wholesale businesses.
Written by Achal Chaubey
Retail Jeweller India Exclusive
