Kushal’s Fashion Jewellery has unveiled its first brand campaign through a film that looks to celebrate the joy of dressing up for special occasions. Using a ‘chain reaction’ as the main creative theme, the film illustrates how most customers discover Kushal’s through friends and family. The ad campaign looks to reinforce Kushal’s positioning as the go-to destination for fashion jewellery that’s easy to buy, wear, and flaunt.
This 55-second film, conceptualised by Talented and directed by Shai, departs from traditional jewellery campaigns. It aims to highlight an innate emotion—desire. The storyline of a whimsical chain reaction looks to convey the accessibility of Kushal’s jewellery, appealing to all, regardless of the occasion.
The ad also turns a familiar question received in most of its feedback forms—“Where did you hear about Kushal’s?”—into a gateway to a long, winding tale. The film looks to challenge conventions in the jewellery category.
Medianews4u.com caught up with Ankit Gulechha Director – Marketing Kushal’s Fashion Jewellery.
Q. How did the theme of ‘chain reaction’ come about for the campaign? What are the different facets of the campaign?
Many of our consumers discover Kushal’s through word of mouth. The campaign creatively transforms this idea into a playful visual story, imagining how the discovery process might unfold. The film illustrates this ‘chain reaction’ with a lighthearted yet relatable narrative, emphasising star-struck emotions as a natural response. Directed by Shai and conceptualised by Talented, the campaign incorporates Wild-West-inspired music and visually captivating scenes to challenge traditional jewellery advertising norms.
Q. Which are the key markets and the TG being targeted?
Kushal’s Fashion Jewellery has a strong presence in South India, especially in Bangalore, Hyderabad, Chennai, Vizag, Kerala, and other important markets across India, including Mumbai, Pune, Indore, Chandigarh, and Lucknow. This campaign is aimed at modern Indian women who proudly embrace their roots, are fashion-conscious, and seek to look their best at various gatherings and celebrations.
Q. What does the media mix look like for the company between traditional and digital media?
The campaign is primarily digital-first, utilizing platforms like YouTube, Meta, and OTT. However, we are also investing considerably in television to reach a broader audience. This strategy maximises reach and engagement, catering to consumers across both online and offline channels.
Q. How is the festive season faring for the company compared with 2023?
Kushal’s is set to grow 40% compared to last year. The festive season has been positive so far, with growth in Average Bill Value (ABV) and strong product sell-throughs. We are confident that the upcoming wedding season will further boost footfalls and business growth, especially with our newly launched celebration and bridal jewellery collection.
Q. Could you shed light on Kushal’s efforts to stand out in an otherwise unorganised sector?
Kushal’s stands out in a segment dominated by unorganized players due to our relentless focus on design, quality, and customer experience. Founded with the vision to offer women exclusive and on-trend fashion jewellery, we also emphasise exceptional quality and a best-in-class shopping experience. Our premium stores further elevate the customer experience.
Q. In the jewellery segment, most purchases still happen offline as consumers want a touch-and-feel experience. Could you talk about the premium shopping experience that the company offers with an average store size of 1,200 sq. ft.
Our stores provide a premium shopping experience through well-designed ambience, high-quality fixtures, knowledgeable staff, and premium display counters. Customers often visit our stores with their outfits to find the perfect jewellery match. We strategically place our stores in high-traffic, premium locations, whether on high streets or in malls.
Q. Having said that, is the company using tech like AR, VR on its app to give consumers an idea of what to expect?
Currently, AR/VR is not part of our focus or roadmap. Instead, we are concentrating on enhancing the shopping experience through better product information and an elevated retail environment.
Q. Are value, convenience and hyper-personalisation the drivers of sales for the company and category?
Yes, the combination of innovative design and competitive pricing are the key growth drivers for Kushal’s and the overall category.
Q. Will the company look at a brand ambassador at some point? The likes of Karan Johar have been seen doing work in this category.
Currently, our focus is on retail expansion, brand building, and strengthening our position and product offerings. However, we will consider onboarding a brand ambassador soon to elevate our brand further.
Q. How does the company balance brand building with performance marketing in its marketing activities?
Both aspects are crucial and must run in parallel. Brand-building efforts enhance the ROI of performance marketing. We feel that our brand-building efforts will elevate Kushal’s and help drive conversations around the branded fashion jewellery category. This approach allows us to create long-term brand value while achieving measurable short-term results.
