Marketing has evolved phenomenally in scope and technology, and it’s mandatory for legacy brands such as PNG Jewellers who have successfully evolved by blending their deep-rooted heritage with modern marketing techniques. To resonate with millennials and Gen Z, brands must innovate while preserving their authenticity and trust. Here’s a strategic approach that legacy brands can adopt to engage these younger generations.
It’s best to begin with authentic storytelling via a digital-first approach. Today’s younger consumers engage more with brands that communicate authentic narratives and have a strong online presence. PNG Jewellers has embraced this by leveraging social media storytelling by showcasing craftsmanship, behind the-scenes processes, customer stories via Instagram Reels, and YouTube Shorts. Maintaining consistency across platforms, the brand ensures messaging across its website, marketplaces, while aligning social media with its traditional values.
Encouraging user-generated content (UGC), customers sharing their PNG Jewellers experiences help build trust and credibility. Adding hyper-targeted marketing and personalisation to the mix, PNG Jewellers provides customer-centric communication with sales staff personally calling, visiting, and inviting loyal customers to store events such as Diwali Faral, Haldi-Kunku, and Ganpati celebrations. This impresses millennials and Gen Z, who expect personalized experiences when shopping, both online and offline. We also use WhatsApp marketing and direct messaging, engaging customers through personalized offers and updates. Then comes sports endorsements, in which we engage with several cricket leagues by sponsoring the cricket competitions nearby our stores.
In the era of influencers and celebrity collaborations, younger audiences trust influencers and celebrities over traditional advertising. PNG Jewellers integrates this through Bollywood collaborations, associating with celebrities who resonate with its target audience for brand campaigns. PNG Jewellers partners with fashion influencers to showcase collections in everyday styling and tie up Bollywood stylists for content around campaign and products. Balancing sports and cultural endorsements with sponsorships of World Pickleball League on the one hand and theatre acts such as the one-act play competition ‘Dajikaka Theatre Play Karandak’ on the other, PNG Jewellers keeps its target audience hooked to its diverse activities.
At PNG Jewellers, retail is about providing an experience and not only a service, which is why the company works to make sure that its omnichannel approach is seamless. Younger consumers want to shop online, but when it comes to spending larger amounts of money, they look for trust and personal attention. PNG Jewellers utilizes Amazon, AJIO, and TATA Cliq Fashion in addition to their storefronts to increase sales.
To meet the growing popularity of trend-driven jewellery, the brand has created a sub brand for Gen Z called “Litestyle” that is easier to carry around while also being affordable. The brand has two physical showrooms in Porvorim, Goa, and at JM Road, Pune, respectively. Sustainability has become a core factor for customers, and so PNG Jewellers is committed to being responsible environmentally, through initiatives such as women empowerment programs. Exceptional limited collections for Diwali and Gudi Padwa is when the brand combines modern culture with traditional jewellery artistry.
To cut deep into the market, PNG Jewellers produces interactive digital magazines, which contains unique stories that combine modern craft and heritage art, creating a stronger bond between the populace and their brand.
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