The brand’s primary objective was to build brand equity and awareness to support its growth plan, and ensure that Thangamayil became a household name in the Chennai metropolitan area
Madurai: Thangamayil Jewellery partnered with Vel’s Chennai Kings in the recently concluded Celebrity Cricket League (CCL), in a strategic move that connected the brand with audiences across cinema and sports. The 2026 season of the CCL– comprising eight teams of movie stars from different States – was held from Jan 16, 2026 to Feb 1, 2026, with matches played across Vizag, Madurai and Hyderabad, bringing sports and movies together in a fun way.
The association followed a proposal from actor R. Sarathkumar, whose presentation to the brand’s management outlined the opportunity of using the league as a platform for visibility and expansion. The partnership comes at a time when Thangamayil is strengthening its presence in Chennai. The company currently operates eight branches in the city and plans to expand the network to more than 15 within the next year. The management sees the CCL association as a route to building awareness that can support this roadmap.
Ba. Ramesh, Joint Managing Director, Thangamayil Jewellery, said, “Our primary objective is regional expansion. Partnering with a platform like the CCL provides the brand equity and awareness to support this growth, ensuring Thangamayil becomes a household name in the Chennai metropolitan area.”
The company also expects the format to help it reach audiences beyond its existing customer base. With cinema personalities participating in cricket matches, the league draws viewers who follow entertainment as well as sports, allowing the jeweller to remain present in conversations that attract younger consumers.
“Public interest today is centred around cinema and sports. By associating with the CCL, where cinema icons take to the cricket field, we bridge tradition and modern entertainment while enhancing our visibility among the younger generation,” Ramesh said.
As part of the engagement plan, Thangamayil is leveraging both on-ground and digital exposure. Players are creating reels and video content linked to the association, while the brand features on team jerseys, caps and stadium perimeter boards.The company believes the partnership will strengthen recall in new markets and reinforce trust as it continues its expansion journey.
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 Achal Chaubey
Retail Jeweller India Exclusive
