Kalyan Jewellers appoints local celebrity ambassadors for regional campaigns

By

Isabelle Crossley

Published
Jun 3, 2019

Kalyan Jewellers has appointed a number of regional celebrities as brand ambassadors including Pooja Sawant and Wamiqa Gabbi to expand its customer base at a local level.

In a move to engage local shoppers with regional language marketing and familiar faces, Kalyan Jewellers has expanded its 'hyperlocal' marketing strategy from South India to many more areas of the country, ET Bureau reported.

The brand has appointed local celebrity Pooja Sawant as brand ambassador in Maharashtra, Kinjal Rajpriya in Gujarat, Wamiqa Gabbi in Punjab, and Ritabhari Charkraborty in West Bengal. The brand will continue to work with its pan-India brand ambassadors Katrina Kaif, Amitabh and Jaya Bachchan, and their daughter Shweta Bachchan Nanda for country-wide campaigns.

“If you have to compete with local players, you have to get hyperlocal,” Kalyan Jewellers’ executive director Ramesh Kalyanaraman, told the Economic Times about the strategy. 

The business has worked with local brand ambassadors in the south for many years including Shiva Rajkumar and Kalyanaraman stated that they are integral to the business’ success in the area. “They have helped us strike the right chord in respective markets. They all are still associated with the brand. So we realised that to gain foothold in the West, North and East, we need the same strategy,” said Kalyanaraman.

In June and July, the brand will begin to work with the local brand ambassadors in their respective markets and celebrate local festivals as part of its marketing campaign. “We usually spend around two percent of our revenues on marketing and promotions and eye a same store growth of four to five percent, which we hope will continue,” said Kalyanaraman. “Overall, at a brand level, we aim to grow around 10 to 12 percent annually.”

The brand currently has 103 stores in India and 33 international stores.