Jewellery was the focal point of the activity, as each participant was photographed wearing the brand’s designs, creating visual content that positioned the brand prominently
Kanpur: Baijnath Jewellers, in collaboration with Lakmé Academy, hosted ‘Style Like a Star’ as part of its ‘Shiksha Ki Chamak 2025’ campaign. The initiative brought together 35 participants for a curated experience combining professional make-overs, jewellery styling and photoshoots, designed to create direct engagement with the brand’s jewellery.
Participants were styled by Lakmé experts before being adorned in gold and diamond jewellery from Baijnath Jewellers’ bridal and heavy collections. The jewellery was the focal point of the activity, as each participant was photographed wearing the pieces, creating visual content that positioned the brand prominently.
Dilip Kumar Agarwal, CEO, Baijnath Jewellers, said, “With ‘Style Like a Star’, our aim was to create a platform where participants could engage with our jewellery in a unique way. By experiencing the designs themselves and sharing their photos, they took the connection with our brand beyond the event into social media and their personal networks.”
The campaign was promoted through online forms supported by QR codes and outreach to over 100 schools, enabling participation from a wide community. Nominations were collected both digitally and directly, ensuring greater inclusivity. The response was notable, with participants sharing their styled images across social platforms and tagging Baijnath Jewellers, thereby extending the brand’s digital presence.
Agarwal added, “Every participant who took part amplified the experience online, which has strengthened brand awareness and reinforced the association of our jewellery with important life moments.”
Although the activity was not intended as a sales exercise, it built recall for the brand by offering a first-hand experience of its jewellery. The collaboration with Lakmé further enhanced the lifestyle association, positioning Baijnath Jewellers within a broader cultural conversation while keeping its jewellery collections at the centre of attention.
Baijnath’s journey began in 1924, and today, the legacy spans five generations. The brand operates three stores in Kanpur, including its two sub-brands, VIYA by Baijnath and Aaina by Baijnath.
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