(Image source from: fashionnetwork.com)

Television and print will display more advertisements while radio and digital media will see additional promotions.

In an attempt to lure the customers towards purchasing jewelry amid the imminent festivities, jewelry brands are expected to spend around Rs. 450 crores on the advertising platforms according to the media buyers.

While the television and the newspaper ads will see a surge, radio, digital media will come up with additional promotions.

Festival season is considered auspicious in India and most of the Indians prefer to purchase gold during the October-November months.

As the coronavirus pandemic has hit every Indian hard, the jewelry brands are introducing new discounts and offers to enable the customers to buy jewelry at reduced costs.

Titan’s Tanishq has launched a Durga Puja campaign to gain from the east Indian market and will promote its jewelry collection called Aparajita during the festive months.

However, the owners of jewelry companies believe that the COVID-19 impact will be higher and are expecting the sales to go down this year.

As a starter, Tanishq will promote its Ekatwam collection during the Indian Premier League season to tap more audience.

Kolkata based Senco Gold Limited is planning an unprecedented campaign this year with its Shakti collection promoting the jewelry for Durga puja this year.

Suvankar Sen, CEO of Senco Gold is hopeful of recovering by 40 percent during the festive season in the sales.

The offers on jewelry for the jewelry collection will be discount-led and promotes the value and budget-friendly jewelry will be the main motto for many companies.

Discounts will most likely be given on the making charges and the diamond value.

Renowned Jewelry brand, Kalyan Jewelers is also offering redeemable vouchers on purchases with 20 to 50 percent off on making charges for gold jewelry and 25 percent off on diamond jewelry.

The brand has also announced Dhanteras offer whereupon 20 percent advance payment on the current purchase value, customers can book the jewelry at current rates.

Meanwhile, the famous Malabar gold and diamonds is focussing on lightweight jewelry for young women under its Zoul collection for this festival season.

The brand is also offering customers to pre-book the jewelry by paying 10 percent advance to protect themselves from the undulating gold rates.

Not just these, almost every other jewelry brand is coming up with its own campaign to bring steady sales so that the brands can recover from the unparalleled losses caused by the pandemic.

By Gayatri Yellayi