LKS Gold House connects with Tamil traditions with Instagram storytelling

Ask any jewellery brand the basic components of product promotion and they will come up with the most ostensible option, images of jewellery. While that does charm our vision, what also improves the task in the era of social media marketing is supporting content. LKS Gold House has pioneered in this aspect with storytelling.

Indeed, the Instagram handle of this Tamil Nadu-based jewellery brand is replete with catchy stories reminiscent of a typical Tamil household and its conversations. The beautiful transition of perspectives that happen down the generations is dexterously recreated through short snippets of interactions between the fathers, grandfathers, and current generation. One important aspect in the promotion is the focus is strictly Tamil, with the stories weaving around Tamil ethos only. The brand presents a strong reason for this strategy.

“We have three showrooms across Tamil Nadu and have served the state’s customers since 1925,” said Abu Bakr, MD, LKS Gold House and the fourth-generation entrepreneur. “Being regional is the key to be truly global and different in the era of social media. Communicating the sentiments that help our customers relate with is a strategy that has been helping is with product and pricing enquiries within and outside TN,” said Bakr.

If the brand decides to expand outside the state, the tactic will change. As of now, intense focus on the regional market has been benefiting LKS Gold House as its average customer age reduces to 20-30 year old social media savvy buyers, who find digital presence as a confirmation of their parents’ trust in the brand.

Written by Shubham Dasgupta

RJ Exclusive