kalyan 360
TRANSCRIPT
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KALYAN JWELLERS
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INTRODUCTION
Kalyan Jewellers is India's one of the
renowned names in the Jewellery segment.
The reason of their popularity is because they
have consistently talked about their brand in
the media.
A south India based company, which has more
than 30 stores in South India recently
launched a store in Ahmedabad, Gujarat
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Core Brand Value
Brand Kalyan is built on the fundamentals of
customer education, best quality, fair and
transparent price, service levels never seen
before in the industry and constant innovation
in the interest of the customer
They did a smart move of signing Mr.
Amithabh Bachhan as a Brand Ambassadorwhen they planed to launch in Gujarat
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Two Main reasons of having Mr. Bachhan as abrand ambassador:
1) The biggest reason is that Mr Bachchan as an
individual which matches to perfection thebrand Kalyan's attributes
Mr Bachchan again has lived a life which is
the right balance between old-worldprinciples and virtues and contemporarystyle and innovation
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A press release issued by the jewellers quoted
Amitabh Bachchan as saying that throughout
my career I have been very selective about
aligning myself with brands. Kalyan Jewellers
are an iconic jewellery brand with a great
heritage and strong presence in South India. I
am overwhelmed to partner with them andrepresent the brand across India.
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They expected that the association to give will
give them an instant brand identification and
recall and clear differentiation from day one.
Coming to second reason :
Mr. Bachhan is brand ambassador for the
Gujarat Tourism and people of Gujarat can
relate to him very well.
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Again Going back to core values..!!
As we look at its tvcs they have tried to highlightthe core value i.e. Customer Awareness
Three major facts they highlight are :
BIS 916 Gold - Kalyan stocks and sells only 100 %BIS 916 Hallmarked Gold.
IGI CERTIFIED DIAMONDS - Kalyan diamonds arecertified by the worlds most trusted name forexpert grading of diamonds.
RATE TAG - Each and every ornament will have aRate tag which clearly shows its VA (Makingcharge + Wastage).
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Video 1
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Now coming to advertising part they have
used one of the most tried and tested concept
A marriage in Indian culture is
always synonymous with the Gold.
The consumer in this advertisement being
parents and middle aged individuals will tend
to relate with TVC
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The TVC also delivers the brand message and promisethey make to customer:
It talks about the benefits of BIS marked Gold, in a wayintends that Kalyan Jewellers sells only BIS marked
Gold. This information led TVC creates a segment-specific
awareness rather than a particular brand (in this caseKalyan Jewellers) specific.
People in India still buys Gold from the known sources(or a trusted brand), so it is feared that people will askabout this particular standard Gold form theirrespective brands/ shops etc.
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They have dedicate TVCs for south region in
their local language, but for Ahmedabad
launch they went for a nationalized ad in
Hindi, Extending their one of the teasers.
Video 2
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Not just that they tied up with local cablenetwork(Incable net) which talked about thekalyan jwellers for almost two days before the
launch The local channel has shown the live telecast
of the whole immigration function thathappened at ahmedabad.
They have also utilized bus stand spaces verywisely for putting up their hoardings
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Same print ads
..
Just the language usedare regional
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After a suucessful launch in ahmedabad they
launched the store in Rajkot
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Kalyan on Facebook
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Kalyan jwellers have successfully maintained
their presence in Social Media.
Let it be Display of designs, Contests, Picture
sharing, Greetings everything is there..!!
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Twist in the tail
Their endorsement
contact with Susmita
Sen was getting over
and they cashed on thisopportunity by signing
Mrs Aishwarya Rai
Bachhan, so the south
connection as well asBacchan connection
worked well
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Medium Covered for Advertising
Print Ads
TVC
Social Media Big Launch Activities