Since its inception in Pune, Neelkanth Jewellers was positioned as a brand for traditional jewellery, even though they had an extensive collection of exclusive designer jewellery. Unfortunately, there wasn’t a lot of footfall for exclusive jewellery at the store.
We strategized a brand repositioning with exclusive jewellery, under the brand name – Signature Jewellery and created a complementing advertising campaign. With a complete media mix for the promotions, all Punekars got a glimpse of NJ’s premium collection.
There’s a good footfall in the store for Signature Jewellery and the campaign became the talk of the town. The brand received excellent mileage on the basis of this campaign.
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