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Wednesday, 20th July 2005 (5963 views)

It seems that the jewellery industry in India has now turned to Bollywood in a latest endeavour to promote its business.<br/><br/>Although branded jewellery counts for only a very small portion if the Indian Jewellery market as a whole, brands are keen to incorporate new strategies that use films to promote products and improve sales.<br/><br/>The latest to jump on board with these new marketing techniques is D’damas, from the RS 2000 crore Gitanjali group, which has made a deal with Rakesh Roshan’s forthcoming film ‘Krish’.<br/><br/>The chairman of the group has revealed to Indian newspapers that: "We will design a futuristic range of jewellery for 'Krish' …. designed to convey the message of the film". <br/><br/>The De Beers group has also collaborated with soon-to-be released Tamil film 'Priyasakhi' for its brand Sangini, which is targeted at married couples.<br/><br/>Such strategies, it seems, have also had a significant amound of success.<br/><br/>The brand Tanquish, who worked with singer Shubha Mudgal to promote a new jewellery range, have noted a 36 per cent increase in sales since they began using such campaigns, according to manager Harman Dhillon. <br/><br/>Other brands have claimed that such strategies are used with the aim of attracting the custom of the modern Indian woman. <br/><img alt="track" src="http://feeds.directnews.org.uk/feedtrack/dn.gif?feedid=196&itemid=15007966"/>

 

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