Teachers’ Day 2023: How jewellery brands reached out through soft marketing

Be it launch of a jewellery collection inspired by the English alphabet or a touching ad film honouring teachers, jewellery brands found ways of identifying with an occasion that may not entail jewellery purchase, but matters a lot to customers

Teachers’ Day is always a joyful celebration in schools, but once student life is over, September 5 is all about acknowledging the contribution of one’s teachers and paying fond tributes to them. Though the day does not usually entail jewellery purchase, jewellery brands were keen not to let such an emotional occasion for customers slip by, and found ways to identify with it and be a part of their customers’ lives.

Hashtags such as #TeachersDay, #teachersdaycelebration and #HappyTeachersDay were used by jewellery brands that took the opportunity to create a recall impact on the occasion. Be it launch of a jewellery collection inspired by the English alphabet or a touching ad film honouring teachers, these brands had their way of being a part of Teachers’ Day, that matters a lot to customers.

Senco Gold & Diamonds

The Alphabet collection launched by Senco Gold & Diamonds in September 2023 features 22kt gold pendants designed as the letters of the English alphabet – a tribute to educators, especially school teachers. The brand’s Instagram handle and website feature these pendants, in capitalized, plain and cursive accents.

Kalyan Jewellers

The video released by Kalyan Jewellers on the occasion of Teachers’ Day honours teachers who are always around to support their students. It shows a shy student being accompanied by her teacher to a festive event and encouraged to dance there. A flashback scene reveals the teacher welcoming a mute and hearing-impaired child into her dance class. The video also features elaborate jewellery pieces from the brand’s different collections.

Jos Alukkas

To commemorate Teachers’ Day, Jos Alukkas released a short video in four languages – Malayalam, Kannada, Tamil and Telugu. In the video, a young and nervous school student attempts to start her speech but is interrupted by the microphone’s feedback sound, which makes her even more nervous. As she begins to walk away, her teacher comes up on stage to silently support her. The video reflects how teachers play an important role in building students’ confidence and subtly embeds the brand’s jewellery in it.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive