Introduction
PC Chandra Jewelers has been a legacy brand, renowned for its exquisite wedding jewelry, especially amongst the Bengali community. Since 1939, the brand has been a household name in India for decades. However, over the years, as market dynamics evolved, the brand started noticing a pattern - being perceived solely as a traditional wedding jeweler. To address this limitation, PC Chandra Jewelers sought our expertise as the best digital marketing agency in Kolkata, aiming to reposition itself as a versatile brand catering to various occasions and diverse lifestyles.
Objective
We have been working with the brand for a few years now, and in our initial days, one of our primary objectives was to change the perception of PC Chandra Jewelers from a jeweler that specializes in weddings to a contemporary, inclusive brand that resonates with customers of all ages and for all occasions. There was a requirement for a strategic overhaul of their digital marketing approach, emphasizing relatable storytelling and emotional connections with the audience.
Challenges
- Limitation On Perception: Due to the brand's primary association with wedding jewellery, the spectrum of the audience base needed to be broadened, and that is why we decided to work on changing this perception, first.
- Content Strategy: Shoots were traditionally product-centric and even though the products should be the highlight, we felt that consumers would better engage on a personal level, if the shoots were conducted, keeping in mind the viewer-centric approach.
- Generational Gap: The younger consumers of the brand, are less connected to its legacy, as compared to the older generations, thus, it was up to us to come up with innovative strategies to close the generational gap.
- Market Saturation: With the jewelry industry becoming more competitive each year, it is imperative to differentiate the brand imagery by standing out through distinctive branding and storytelling, and our agency worked tirelessly to deliver this aspect.
Strategy
To tackle these challenges, the agency devised a multi-faceted strategy focusing on:
- Storytelling: Shifting from stylized, commercial product photography and videography, towards conveying relatable, captivating tales that emphasize the sentimental value of jewellery in our daily lives.
- Mood Boards and Set Plans: Creating thorough mood boards and set plans ahead of time for shoots, is essential to ensuring that every visual component reflects the brand's core values and resonates with the intended audience. Klarustech being the best video production agency in Kolkata, worked on this to make it all happen.
- Leveraging Legacy: Emphasizing the rich history and heritage of PC Chandra Jewelers and showcasing narratives that appeal to consumers across generations.
- Versatility in Collections: We promoted a diverse and wide range of jewellery styles for various occasions beyond weddings, thus expanding the brand’s consumer base as they embraced the versatile collections.
Execution
The execution of this strategy unfolded in several phases:
- Creative Campaigns: Our agency has some of the most creative content strategists in the city, and it goes without saying that we are the best content creation agency in Kolkata. The promotion of the different designs is thought from the aspect of real-life contexts - family gatherings, festivals, personal milestones, etc., each time, brainstorming campaigns and new ways to demonstrate how the statement pieces fit into the modern lifestyle.
- Professional Collaborations: Our agency has been in touch with seasoned professionals from all over India and we ensured that every shoot met international standards for high-quality production.
- Social Media Engagement: By making the best use of social media platforms, we have been creating content that encourages the netizens to engage, fostering a sense of community.
- Visual Consistency: We have been upholding visual consistency by establishing a unified visual identity that appeals to modern aesthetics and the brand's legacy.
Achievements
- Enhanced Brand Perception: Our strategies, execution and results were able to fulfil the objectives, we started with. The campaigns have not only been successfully transforming consumer perception but also, gradually taking the brand on to the next level, in the international forum.
- Increased Engagement: There has been a significant rise in consumer engagement ever since we took it upon ourselves to enhance the brand identity, with people relating to our content and sharing their personal stories.
- Sales Growth: A successful brand repositioning was seen and a considerable increase in sales across a number of product categories beyond wedding jewelry.
- Recognition: Because of our innovative approaches and creative strategies, the brand renews its position as one of the leading jewelry brands in the industry.
Conclusion
KlarusTech considerably enhanced PC Chandra Jeweler's standing in the competitive landscape by incorporating smart storytelling, excellent production, and an emphasis on emotional connections with the brand’s target audience. This case study shows how a digital marketing agency can reinterpret a brand's identity to build stronger relationships with consumers and increase the brand's market share. In addition, the ongoing creative campaign strategies guarantee that PC Chandra Jewelers will remain at the forefront, strengthening its position as a jeweler for all occasions and lifestyles.
