A structured social media marketing campaign featured individual doctors, with each post linking their professional journey to the jewellery they wore
Chennai: NAC Jewellers took forward its recent association with CAHOCON, the flagship annual conference of the Consortium of Accredited Healthcare Organizations (CAHO), to come up with a marketing campaign involving women doctors, connecting their professional identity with personal expression through jewellery. The collaboration reflects the efficacy of community-led marketing, using high-trust professional networks to drive brand visibility and engagement.
The conference itself brought together healthcare leaders, policy-makers, top clinicians, academicians and industry partners from across the world, giving the brand access to a relevant, affluent audience. The event included a ramp segment where participating women doctors presented looks styled with NAC’s jewellery, translating product display into a live, real-use environment. This was extended into a structured social media marketing campaign featuring individual doctors, with each post linking their professional journey to the jewellery they wore. This enabled NAC to build a steady pipeline of authentic content, led by reputed professionals customers can trust, rather than campaign-led imagery.
Nathella Anandha Ramanujam, Executive Director, NAC Jewellers, said, “The idea was to celebrate women in medicine and provide a platform beyond their professional roles, where they could express their individuality and confidence. Collaborations like these help us build connections with communities by recognizing people and their journeys.”
The jewellery showcased during the event reflected the brand’s core offerings, including gold and diamond pieces designed for occasions and personal milestones. By placing these within a live setting, the brand enabled audiences to view the products in use rather than in static in-store displays, creating strong relatability and recall.
Digitally, the campaign benefited from amplification by the doctors themselves, with each participant sharing the content across her personal network. This extended reach beyond the brand’s existing audience, driving organic engagement, with audiences responding to the stories presented through the series.
From a retail strategy perspective, such initiatives shift the focus from transactional selling to relationship building. Events that integrate community participation allow brands to engage with new customer segments in a contextual setting. This leads to increased awareness, stronger recall and potential store visits at a later stage. The integration of offline experiences with digital storytelling further supports customer acquisition by sustaining engagement beyond the event.
The response to the campaign indicates that brand communication anchored bycredible participants from the community can deliver stronger connections and scalable engagement. As NAC Jewellers continues to explore collaborations with different professional groups, this initiative reflects a model where community engagement, content creation and retail objectives operate within a single framework.
NAC Jewellers was founded by Nathella Narayana Chetty in 1917. The business expanded under his son, Nathella Anantham Chetty, who opened a store in Parry’s Corner, Chennai in 1973. Today, NAC Jewellers has 11 stores in Chennai and an exclusive showroom in Vijayawada, Andhra Pradesh.
Written by Achal Chaubey
Retail Jeweller India Exclusive
