Raj Jewellery retargets customers with jewellery similar to Ranbir-Alia wedding trousseau

It is wise to catch up to trends. Bridal is the bread and butter of the Indian gem and jewellery industry, and celebrity weddings set fashion trends in India. Raj Jewellery, Ahmedabad chose the nationally loved wedding of Bollywood actors Alia Bhatt and Ranbir Kapoor to create a simple promotional campaign that has received over 9K views at the time of writing this piece.

The reel on Instagram by the brand shows a parallel look book of what Alia wore on her D-Day and encourages followers to experience similar jewellery in-store. That is a very strong call-to-action for every bride-to-be fascinated about all things Bollywood. Speaking about the purpose of the reel, brand owner Kashish Shah said, “High-profile weddings have always attracted the crowd. The faster you make your offerings related to such weddings, the better brand recall you get from your customer base.”

Interestingly, this reel doesn’t launch a collection specific to the wedding scene, but instead remarkets inventory similar to the fashion sense. “Any Indian jewellery brand will always have a sizeable inventory on bridal. No matter how big a traditional Indian wedding is, it’d still have jewellery that are common to us. So, we navigated our stock and chose those jewellery pieces that gel with the actress’ look and promoted it,” Shah added. That’s a strong promotion done without the expenses and time to push new ranges and still get the maximum attention from prospects, riding on a trend.

RJ exclusive