Supported by in-store launch of the ‘Vyah’ collection, the campaign has driven higher engagement, enquiries and store footfalls
Jammu: Talla Jewellers has launched its ‘Vyah’ campaign featuring actor Sandeepa Dhar, aimed at strengthening its position in the bridal jewellery segment across Jammu & Kashmir. The campaign focuses on wedding traditions in the region and presents jewellery as a central part of the ceremony and related rituals.
The campaign film follows the journey of a bride and her family in the days leading up to the wedding, capturing moments of preparation and interaction. Jewellery is integrated into these moments, linking it with customs and family occasions. The jeweller launched the ‘Vyah’ collection in-store, simultaneous to the campaign, allowing customers to engage with the designs presented in the film.
Commenting on the campaign,Aman Talla, CEO, Talla Jewellers, said, “The idea behind the ‘Vyah’ campaign was to position Talla Jewellers as an integral part of weddings in Jammu & Kashmir, where jewellery plays a central role in traditions and family occasions.”
The brand selected actor Sandeepa Dhar for the campaign due to her association with the region, which aligns with the campaign’s focus on local customs. The campaign has been released across digital and offline platforms, enabling the brand to reach audiences through multiple channels.
Talla added, “We have seen a rise in bridal enquiries and store visits following the campaign, with customers referencing the film and engaging with the ‘Vyah’ collection during their purchase journey.”
According to the company, the campaign has contributed to increased engagement and interaction with customers. The combination of a narrative-led film and an in-store collection launch has enabled the brand to connect communication with retail experience.
The campaign has also supported brand recall during the wedding season, a period that sees high demand for bridal jewellery. Customers visiting stores are reported to be more aware of the collection and the campaign messaging, leading to more focused interactions.
Through the ‘Vyah’ campaign, Talla Jewellers aims to strengthen its presence in the bridal segment while driving enquiries, store footfalls and customer engagement in its key markets.
Talla Jewellers, founded in 1986 by Ajay Talla, has grown from humble beginnings to become a leading jewellery brand in Jammu & Kashmir. The company now operates four stores in Jammu.
Written by Achal Chaubey
Retail Jeweller India Exclusive
