Through this outdoor campaign, TBZ successfully took its product offerings to the public, while strengthening its presence in the Kochi market
Kochi: Tribhovandas Bhimji Zaveri (TBZ – The Original) recently introduced its bridal antique gold jewellery collection in Kochi with an outdoor campaign featuring a 22-ft hand-crafted 3D necklace installation on a billboard. The activity ran alongside the relaunch of the brand’s store on MG Road.
The installation was developed to present the brand’s jewellery in a format enabling maximum exposure to viewers. Created by sculpture artists, the necklace reflects traditional jewellery-making processes and extends beyond the billboard structure, forming a large-scale visual placed along a high-traffic route in the city.
The initiative comes at a time when digital out-of-home formats are being widely adopted by jewellery brands. By translating elements of its collection into an outdoor hoarding, TBZ aims to connect product design with visibility in the market.
In addition to the billboard, the campaign included a ‘Golden Fleet’ of five autos customized with ‘nettipattam’ and motifs from the gold collection. The convoy was flagged off from MG Road and featured lifestyle content creators who arrived at the store together, extending the campaign’s reach across digital platforms and on-ground engagement.
The combined use of outdoor media and city-level activation supports brand visibility and connects the collection with local cultural references. Such initiatives allow jewellery retailers to expand beyond in-store promotions by engaging audiences across multiple touchpoints, aiding customer acquisition by drawing attention from both existing and new audiences.
Kapil Budukh, Head of Marketing, TBZ – The Original, said, “At TBZ, design sits at the heart of how we think about both the product and marketing. The Kochi campaign was an extension of that belief; if every piece of jewellery we make is designed to be one-of-a-kind, the way we announce it should be too. A 22-foot necklace on Kochi’s skyline and a Golden Fleet of Kerala’s own creators arriving together at our store gave us a campaign that mirrored the collection itself: handcrafted, specific to the Kerala market, and designed to be experienced rather than merely seen. We intend to carry this same design-led thinking to every market we are in, and every one we enter next.”
Through this campaign, TBZ successfully took its product offerings to the public, while strengthening its presence in the Kochi market.
With over 160 years of heritage, Tribhovandas Bhimji Zaveri (TBZ – The Original) operates more than 30 showrooms across 20+ cities, growing its presence across markets.
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