Rather than in-film product placement, the brand’s presence was integrated through teaser promotions and marketing activity linked to the film
Bengaluru: Sulthan Diamonds & Gold has associated with the Telugu film ‘Andhra King Taluka’ with the aim of reaching diverse audiences and promoting brand recall through the powerful medium of cinema. It allowed the brand to connect with viewers through cultural and emotional narratives, rather than through conventional advertising.
The film centres on fan loyalty towards the lead character, played by actor Upendra, a theme that aligns with how Sulthan Diamonds & Gold positions its relationship with customers. According to TM Abdul Rahim, Managing Director, Sulthan Gold & Diamonds, the association reflects the brand’s focus on trust and long-term engagement. “The objective was to connect with audiences on an emotional and cultural level. The idea of loyalty in the film mirrors how our business is built on customer trust across generations,” he said.
Rather than in-film product placement, the brand’s presence was integrated through teaser promotions and marketing activity linked to the film. While Sulthan Diamonds & Gold did not feature jewellery on screen, it was associated with the film through promotional activities and credits. As part of the campaign, the lead actor promoted Sulthan Diamonds & Gold during teaser marketing, helping link the brand with the film’s central theme.
The film received audience attention, which contributed to brand visibility during the promotional period. The association allowed the brand to be present in conversations around the film, enabling recall through repeated exposure during promotions. “When audiences see the hero associating with the brand during promotions, the connection feels aligned with the film’s narrative of loyalty,” Abdul Rahim added.
While the partnership did not result in an immediate rise in enquiries or store footfalls, the brand views the outcome in terms of long-term positioning. The association supported awareness and recall rather than short-term sales response.Sulthan Diamonds & Gold sees film collaborations as a selective branding route, going forward, but only when there is alignment between the film, its audience and the brand’s values.
Originating in the historic city of Kasaragod, Kerala, Sulthan Diamonds & Gold has established a strong retail presence with branches in Mangaluru, Bengaluru, Kanhangad, Kasaragod, Davangere and Shivamogga.
Written by Achal Chaubey
Retail Jeweller India Exclusive
