In line with the festive season, Vummidi Bangaru Jewellers, an heirloom jewellery brand, has launched the ‘For All Your Festive Looks’ campaign—a series of videos and creatives showcasing festive fashion.
Jewellery, the company explains, has been an integral part of Indian traditions during festivals. With this newly launched campaign, patrons can adorn themselves with VBJ’s collections of gold, diamond, and solitaire jewellery to complete their festive looks. The campaign spans print, social media, and out-of-home (OOH) advertising, aiming to capture the festive spirit while reflecting India’s rich cultural landscape.
The brand focuses on offering value, choices, and quality in diamond jewellery, gold jewellery, and silverware. Established in 1900, VBJ recently celebrated the one-year anniversary of its store in Dallas, USA, which opened in October 2023.
Today, VBJ operates two showrooms in Chennai, located in Gemini and Anna Nagar. The website www.vummidi.com allows jewellery connoisseurs to explore their extensive collections. Vummidi Silverware (www.vummidisilverware.com) translates nature, ideas, precious stones, and pure silver into exquisite pieces of art. Additionally, Vummidi Bangaru Jewellers features a full-service in-house unit, comprising a ‘Creative Center’ responsible for conceptualizing designs and manufacturing them at their own facility.
MediaNews4U.com caught up with Amarendran Vummidi, Managing Partner of Vummidi Bangaru Jewellers:
Q. How is the festive season looking for Vummidi Bangaru Jewellers and the category compared to last year?
“We are all set for the festive season, ready to showcase our latest and trendy collection, along with our timeless traditional collection. Our unique range is sure to impress customers, and we are optimistic about exceeding last year’s sales. We have a wide range of gold, silver, diamond, and solitaire collections for this festive season. Our customers will fall in love with our exquisite range all over again.”
Q. Could you talk about the idea behind the ‘For All Your Festive Looks’ campaign? What are the various facets of the campaign? Is the target group women aged 25-50, NCCS A, B?
“The ‘For All Your Festive Looks’ campaign highlights stunning jewellery collections from VBJ that reflect the diversity of India’s cultural landscape. VBJ is for everyone, and we don’t believe in categorising people.
The campaign involves an exciting series of videos and creatives that beautifully portray our products. Our offerings are a perfect blend of tradition and style, making them truly adorable.
With this new campaign, Vummidi Bangaru Jewellers aims to enhance the festive experience of customers. The brand’s designs are meant to complement a variety of festive outfits, adding a touch of elegance and sophistication to any look.
The ‘For All Your Festive Looks’ campaign is being promoted across multiple platforms, including print media, social channels, and out-of-home (OOH) advertisements. Each piece from VBJ’s collection is crafted to embody the essence of India’s cultural heritage, reflecting the festive joy and grandeur that accompany these special occasions.”
Q. How does it build on what was done last year for the festive season?
“For decades, the Vummidi name has been a benchmark for purity and trust; it is our promise of quality and distinction. Our homage to jewellery has remained undeterred, and we have been blessed with undying patronage. The Vummidi seal houses four distinct pillars: jewellery as a sacred object, South Indian elegance, relationship-based legacy, and sophisticated craft and design.
Just like every year, we are showcasing our unique and exquisite collections for this festive season. We make sure that we enhance the overall experience and cater to our customers’ preferences better. This year, we are embracing contemporary trends and diverse styling options to appeal to our target audience.”
Q. Are offline sales still significantly higher compared to online sales in the category, as trying on the product is extremely important?
“Customers get to experience the look and feel of the jewel in offline buying, and it continues to rule the roost. We conduct exhibitions at regular intervals in different cities to bring our products closer to the customers.
Offline buying allows people to appreciate the intricate design and craftsmanship better. We urge customers to come in person, as the in-store experience remains crucial for building trust and providing personalised service.”
Q. What portion of marketing spend goes towards the festive season? What will the media mix look like this festive season between traditional, digital, and experiential for the company and category?
“A substantial portion of our marketing budget is allocated to the festive season, reflecting its importance in driving sales and customer engagement. This year, we are deploying a blend of media across print, television, and out-of-home (OOH) branding in prime locations. We have large marketing content strategically placed in metro stations in Chennai and at airports in Chennai, Madurai, and Coimbatore. Additionally, we are regularly posting interactive content across our social media handles on YouTube, Instagram, and Facebook.
We also host influencer live sessions to boost our user reach and engagement. This comprehensive media mix showcases all our latest jewellery that can complement various festive styles.”
Q. Is the company trying to grow the online jewellery business by using various technologies like AR, AI, live video assistance, etc.?
“We are exploring options like AR, AI, and live video assistance for our patrons who opt to shop online. However, we suggest customers come to our store in person for a better experience. Keeping up with technological advancements, we have introduced WhatsApp chatbots to interact with our customers.”
Q. Where is the market gap for growth for Vummidi Bangaru Jewellers? Is it in the major metros or in tier two and three towns and cities?
“We are an established brand in India, and customers come from different parts of the country to buy our unique jewellery. Our two showrooms in Chennai—one in Anna Salai and the other in Anna Nagar—are always buzzing with customers.
We host exhibitions in Tier II and Tier III cities in Tamil Nadu, Telangana, and Andhra Pradesh at regular intervals. Our exhibitions in Madurai, Theni, Trichy, Coimbatore, Salem, and Tirupati have received a good response.”
Q. Trust is a key component in the category. What activities is the company doing to build trust?
“VBJ is a 124-year-old brand. We have a warm and welcoming legacy built on strong relationships that we have nurtured over the years. Almost all our customers have a deep bond with us. We are valued not just for our exquisite jewellery but also for the way we serve our patrons.
We focus on providing unique and exquisite products to our customers. Our initiatives include providing detailed information about our craftsmanship and the associated certification. We engage with customers through events and campaigns. Customisation is key; we prioritise customer service excellence, ensuring every interaction reflects our commitment to quality and integrity.”
Q. What role will on-ground events play for the company during the festive season?
“On-ground events like exhibitions and fashion shows play a crucial role in our strategy during the festive season. These events provide an opportunity for our valued customers to experience our jewellery in person and engage with our brand during this festive season.”
