X Project by Lala Jugal Kishore Jewellers brings out the X Factor of women

In this age of collaboration, companies across the board are going for cross-category partnerships and pacts. This enables them to leverage from one another and reap benefits in the process. Tanya Rastogi, Director, Lala Jugal Kishore Jewellers, also realized the immense potential of such partnerships and decided to collaborate with other women entrepreneurs to make a point for women in general.

Tying up with Sneha Charan Makeover Stories and Princy Chopra of Lucknow-based multi-designer outlet, Hunar, Rastogi launched the X project, a unique campaign to bring women achievers together on one platform. The campaign highlighted the “X Factor” that makes each woman unique in her own right, and showcased different moods and avatars of modern women with bold captions such as ‘Not a Damsel in Distress’ and ‘Not your Mom’s Bahu’.

Giving details about the campaign, Rastogi says, “Jewels of Awadh has been showcasing luxury in different forms since its inception. It has always been a frontrunner in providing its customers the best of everything. This campaign highlighted uber luxury trends in jewellery, and, at the same time, showcased the edgy side of the global Indian women. The X Project is not just a campaign, it is a platform, more like a sisterhood of strong women who have come together to inspire other strong women. The idea is to inspire and empower the audiences of each of the respective brands.”

The outfits used in the campaign were designed by designers such as Payal Singhal, Papa Don’t Preach by Shubhika, and Masaba, amongst others, whereas the make-up was done by Sneha Charan Makeover Stories. Interestingly, instead of featuring models, Rastogi  took the help of influencers such as Arushi Tripathi and Charu Gupta, who are achievers in their sphere.

Sharing more details about the campaign, Rastogi adds that digital campaigns are usually consumed by a young audience, which is normally appreciative of such endeavours. “We  used these learnings and created this collaboration to appeal to them the most,” she says.

The target audience of  the campaign comprised young brides and independent women of today who take their own decisions, which includes deciding what jewellery to buy.

Rastogi believes that digital media is booming and plays a vital role in connecting with the customers. “The X Project is an attempt to strengthen our brand’s online community, and to convey to our patrons that we care for them and strive hard to bring them the best of everything,” she says.

Since the campaign was aimed at increasing the frequency of young buyers into the stores, COVID has thrown a spanner in the works, but Rastogi is hoping for the best.

Courtesy: Retail Jeweller India News Service