पत्रिका जगत Positive Journalism
Jaipur, February 21, 2019: Mr. T. S. Kalyanaraman, Founder Chairman & Managing Director, Kalyan Jewellers, one of India’s largest and most trusted jewellery brands has been honoured with a special award at the 44th IAA World Congress being held in Kochi. The award bestowed by the International Advertising Association recognises the contribution of Mr. T. S. Kalyanaraman in building Kalyan Jewellers as a global endearing brand and taking it from a regional brand in Kerala to a national and international brand. Bollywood superstar Amitabh Bachchan who is also the national brand ambassador for Kalyan Jewellers graced the occasion to bestow the award to Mr. T. S. Kalyanaraman.
Receiving the award, Mr. T. S. Kalyanaraman said, “It is an honour to receive this award recognizing Kalyan Jewellers excellence in marketing communication. I would like to dedicate the award to our customers without whose support we could not have reached the stage we are at today! As we grew from a single store in Kerala to other states in India as well as abroad, the evolution from a local to a global brand was on a foundation of the core value of trust, and it is this trust that has resonated with our customers. While maintaining a consistent messaging, the brand communication has always focused on the customer in each region, with tastes and choices specific to the local culture. I believe it is this approach that has led us to succeed in markets as varied as the country we live in, as well as in markets abroad.”
The award recognises the brand’s hyperlocal approach to advertising that is crafted specifically for the customer in each region. With brand ambassadors belonging to the states, taking the brand closer to the audiences and connecting in each region has been particularly successful. Regional celebrities like Nagarjuna, Prabhu, Shivraj Kumar and Manju Warrier, each with their unique fan following, enables the brand to build a strong bond with existing and potential customers. Of course, Amitabh Bachchan as the national brand ambassador is a strong push for the brand in the minds of the customers across the country.
The award recognise the efforts taken by the brand in maintaining the hyperlocal approach to communication across the board, even in the showroom where in addition to certain sub brands available on a pan India level, the jewellery is customised by region, taking into account local needs of customers for occasions such as wedding, festivals, etc. The showroom staff is able to effectively communicate in the local language and understand the needs of the local markets.
Kalyan Jewellers is today one of the leading jewellery brands and has recently completed 25 years in India. Starting with a single showroom in 1993, the brand’s footprint today extends to 136 showrooms across India as well as in the GCC (Gulf Cooperation Council) in UAE, Qatar, Oman and Kuwait. The brand also has an online presence through ‘Candere’, its online jewellery portal. Over the years, Kalyan Jewellers has set industry benchmarks with a customer-centric model that focuses on integrity, trust, quality, transparency and innovation.
