Memes enter the Indian jewellery marketing book, thanks to Konika Jewellery

Search about jewellery investment schemes and you’ll see nothing other than visually striking sets in the advertisements. Some brands talk about experience other than products of late. But never would you find a brand that is confident enough to use memes as a promotional element. Konika Jewellery is one such exception.

On December 16, the brand floated a witty creative via a popular meme doing the rounds of social media today. From what looks like a comic panel, it shows two men with opposing emotions inside a bus on a hilly road. The worried man thinks about ways to fund his daughter’s marriage because of fund crunch. The content man praises his timely investment in the brand’s jewellery scheme.

The gold retail sector claims that investment in gold is becoming highly profitable because of price volatility in the precious metal and safe market records of price rise. People are even considering switching to gold from fixed deposits. When asked about the image, Tanvi Singhi, marketing head, Konika Jewellery, said that it is a part of their latest series of promotions of their gold investment scheme that can be activated through the Konika Jewellery app.

“Memes are a perfectly relatable form of instant communication and often have humour and satire associated with simple, catchy one-liners,” said Singhi, adding that the brand is coming up with its illustrations and carricatures to drive home the point of investment in gold jewellery.

Indeed, a lion’s share of the market with discretionary spending spends hours on social media. Memes have grown to be a popular element of social media since 2-3 years. They not only help share information as instantly as news but also help form opinion, which is where the promotional tactics of a jewellery brand comes to use. In this case, the strategy is on-point as it harps on the serious investment concerns of the mass market through the lucrative returns of gold jewellery in general.

Written by Shubham Dasgupta

RJ Exclusive