Kirtilals honeycomb teasers promote the design story of a new collection in a novel way, creates a big online buzz

Retailers grappling with short attention spans of potential customers begin to lay emphasis on designs that communicate a story. As markets get more competitive, designs become as important as the design stories that accompany them. And demonstrating the growing importance of a design narrative in launching a new range is Kirtilals, with their well-planned honeycomb inspired collection.

Started in the end of May, the brand captured the imagination of its followers as it released a creative video and image of a honeycomb structure and a puzzle. “Sweet as nectar, busy as a bee, protective as a hive, who is she?” stated the puzzle.

Bang on, Kirtilals got a range of responses from followers guessing. Some referred it to mothers in general, while others went with the easy guess of queen bee. The engagement of the creative was remarkable with over 8.5K likes. Indeed, it was about a new collection. Kirtilals followed that up with a teaser video with just fleeting glances of the designs, amassing over 31K likes at the time of writing this piece.

The brand has just started promoting the collection across channels, their website and across all showrooms. Honeycombs are featherweight and have a very defined and recognizable structure. “We created a teaser specially to bring curiousness and a special attention to this collection which has designs distinctly inspired by honeycombs- these are very lightweight diamond jewellery in interesting hexagonal patterns including rings, pendants, bracelets and earrings. It makes it an affordable for millennials,” says Suraj Shantakumar, Director, Kirtilals.

Targeted at the millennial crowd with an age bracket of 25 to 35 years, the brand is appealing working women, party-goers and travellers with this lightweight, affordable diamond jewellery range. “We are targeting first-time diamond buyers for this range. This apart, we are also targetting trendy gold jewellery customers, beauty and fashion product buyers for this stylish range. As this collection is mostly for a younger and broad audience, we promoted it across the social channels. The response has encouraged us to stick to our current promotional plan,” he adds.

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