The popular talent show on Zee Tamizh, known for its strong weekend viewership, allows the brand to connect with households at a time when family engagement is high
Madurai: Thangamayil Jewellery has associated with the talent show Sa Re Ga Ma Pa Li’l Champs on Zee Tamizh as part of its ongoing efforts to strengthen brand visibility in Tamil Nadu, using television to reach a wide family audience.
The move aligns with the retailer’s focus on building large-scale awareness in key markets. The show, known for its strong weekend viewership, allows the brand to connect with households at a time when family engagement is high.
R. Sivakumar, AGM, Thangamayil Digigold, said the brand’s approach is centred on audience presence and consistency. “Our idea is to be where our customers are. This platform helps us reach lakhs of families at one time, which is important for visibility and recall,” he explained.
The association also reflects a conscious shift towards platforms that build familiarity over time rather than driving immediate transactions. Family-oriented programming, especially formats involving children and real talent, creates a more relatable viewing experience. According to Sivakumar, this contributes to stronger trust and recognition for the brand among viewers.
From a retail perspective, the strategy highlights the continued importance of television as a medium in driving mass awareness. While digital channels remain critical for targeted communication, television enables broader reach. “Digital helps us reach the right audience, but television ensures the brand is widely recognized. At this stage, building awareness at scale is a priority,” Sivakumar said.
Thanks to the association, the retailer has seen a rise in enquiries and store visits over time. Sivakumar noted that television impact builds progressively and contributes to long-term brand value rather than immediate spikes in sales.
The choice of a Tamil-language platform is also aligned with the company’s regional growth plans. The retailer intends to continue using region-specific media to strengthen its presence. Similar associations may be explored in other markets based on local audience preferences and business priorities.
The association extends beyond visibility, with the brand also looking to engage with platforms that recognize and support emerging talent. This adds another dimension to the partnership.
For jewellery retailers, regional television plays an important part in supporting market expansion. As competition increases across States, consistent visibility and recall among family audiences continue to play a key role in influencing store visits and purchase considerations.
Thangamayil Jewellery’s flagship store is located at Nethaji Road in Madurai. It turned a public limited company in 2007 and released its maiden equity shares in 2010, which listed on the Bombay Stock Exchange (BSE) Limited and National Stock Exchange (NSE) Limited. Today, the company has 66 retail outlets across Thangamayil showrooms and Thangamayil Plus Exclusive Silver showrooms.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
