Given the show’s multi-generational reach, the partnership aligned VBJ with its existing customer base and helped it target potential new ones
Chennai: Vummidi Bangaru Jewellers (VBJ) recently associated with Super Singer 11, a Tamil-language reality television singing talent show on the Star Vijay channel, as a presenting partner. The collaboration marked a strategic step in aligning the brand with a programme that holds sustained viewership across Tamil households in India and overseas. For VBJ, the association was designed to reinforce long-term brand positioning rooted in legacy, trust and generational connection.
Explaining the rationale behind the partnership, Jithendra Vummidi, Managing Partner, VBJ, said, “Celebrating young talent on a platform like Super Singer resonates deeply with us. At VBJ, we believe in honouring journeys – be it music, milestones or moments that families cherish forever.” The show’s format, centred on nurturing singing talent, mirrors the brand’s emphasis on continuity across generations.
VBJ’s presence extended beyond conventional partnership visibility. The brand integrated its collections into the programme by styling jury member Anuradha Sriram, who wore VBJ jewellery in every episode, ensuring consistent on-screen representation. This approach enabled the brand to remain embedded within the narrative of the show rather than appearing as a separate promotional insert. VBJ also introduced the Golden Mic Awards during the season and confirmed its intent to continue presenting the Golden Mic trophy as long as the programme remains on air.
Marking the season finale, VBJ presented a Rs 10 lakh voucher to Bala Priya, winner of the Golden Voice of the Season title, aligning with talent recognition and achievement on the platform.
The association strengthened brand recall across Tamil Nadu and among global Tamil audiences. Given the show’s multi-generational reach, the partnership aligned VBJ with its existing customer base and helped it target potential new ones. Consistent visibility through televised episodes, combined with digital story-telling and social media amplification, ensured continuity across platforms.
While the primary objective was brand-building, the collaboration supported customer engagement initiatives during the festive period. Consumers participated in campaigns to win gold coins, and in-store merchandising reflected designs showcased on the programme.
Commenting on the outcomes, Vummidi added, “For us, the value of this partnership lies in sustained visibility and emotional connection. When audiences begin to associate your brand with moments of talent, celebration and aspiration, it creates a deeper and more lasting impact.”
Established in 1900, Vummidi Bangaru Jewellers (VBJ) is a South India-based fine jewellery brand known for gold, diamond and silver jewellery. VBJ operates flagship stores at Gemini and Anna Nagarin Chennai, along with an international showroom in Dallas, opened in October 2023.
Written by Achal Chaubey
Retail Jeweller India Exclusive
