CH Jewellers, a renowned name in Vadodara wanted to introduce a new range of Platinum jewellery. India is a region predominantly recognized for its love for gold, hence the key challenge was to make Platinum a household name and create a strong connect between the brand CH and Platinum. The mandate was also to establish CH as the top platinum destination of the region.
‘A rare metal for a rare individual’ is a befitting positioning line which puts platinum on the wish list of every who’s who across the region. It struck a chord with the subconscious requirement of the elite class to take pride in owning an elusive metal. A comprehensive marketing plan was strategized, which resulted into platinum gaining wide acceptance among the target audience.
The concept of gifting platinum jewellery was still at a nascent stage in Vadodara. It was hence imperative to employ varied touch points across the region, right from print, radio, outdoor to multiplex branding, and a series of engaging starlit events. All throughout, we ensured that the buzz was kept alive through promotions, which garnered an overwhelming response. Consequently, platinum became a prized possession and CH Jewellers became the state’s highest selling destination of platinum jewellery.