The scale of participation ensured strong visibility for the brand among runners, spectators and the wider community
Mangaluru: S L Shet Diamond House recently partnered with the Mangaluru Beach Festival and Triathlon held at Tannirbhavi Beach, aligning the brand with a large community event that combined sport, public participation and charitable fundraising. Organized by Tapasya Foundation, the initiative aimed to raise funds for cancer-afflicted patients while promoting fitness and health awareness.
It was the first time that a triathlon was being held in Mangaluru. Earlier, the city had seen marathons and beach festival activities, but the triathlon was a new addition. The three-day event featured multiple race categories, including 5 km, 10 km, 15 km and 25 km marathons, alongside the triathlon and other activities. As part of its association, S L Shet Diamond House provided around 6,000 medals across different categories, each carrying the brand’s name. “All the medals were given by us, and our name was on every medal,” said Sharath Shet, Director, S L Shet Diamond House. “We were also invited to the event to distribute medals to the winners. It was a meaningful way to be part of the programme.”
The scale of participation ensured strong visibility for the brand among runners, spectators and the wider community. The event also included cultural programming and drew attention to the brand both on-ground and online, with participants sharing images and tagging the brand. “We saw some of our customers and friends taking part and posting about it,” Shet said. “They were happy to see our name on the medals and to know that we were associated with the event.”
The association extended beyond medal branding. The brand’s presence was reinforced through hoardings, standees and event signage placed at the venue and across the city in the run-up to the beach festival. The organizers also utilized hoarding space provided by the retailer for event promotion. “There were hoardings, standees, and other displays. Overall, it was a well-organized event, and our association ensured good visibility,” Shet noted.
At its core, the partnership was driven by the charitable purpose of the initiative. “It was more for the cause,” Shet said. “Since it was linked to charity and intended to support cancer-afflicted patients, we felt it was important to be part of it. At the same time, it also helped create awareness around health and fitness.”
The response from customers and well-wishers has been positive, particularly among those who follow such events or actively participate in them. The visibility created through medal branding and event participation helped reinforce the brand’s presence within its core community. “Many people who saw the event online or took part in it appreciated our involvement,” Shet said. “They were glad to see us supporting a local initiative.”
The jewellery brand retails gold, diamond and silver jewellery along with other regional specialties from its store in Ladyhill, Mangaluru. Last year, it also launched an airport retail outlet at Mangaluru International Airport.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
