Started in 2008 by Mr. Shivraj Baid, SHUBH Diamonds is a family owned and managed Jewellery store based in Raipur.
The brand started with a small store of about 1000 sq. ft and was relaunching as 3 storey store with complete touch and feel of luxury. With stiff competition in the jewellery segment, Shubh Diamonds needed a complete rebranding and a positioning that conveys that the brand is Royal and Luxurious.
On 4th November 2018, Shubh Diamonds approached Konsole Group; with their launch event scheduled on 14th November the brand required 360 degree coverage across all the media. Started off by doing a research on the jewellery market and competitor’s analysis, we finalized a campaign that would associate the core values that the brand wants to communicate.
The Challenge
Located in Sadar Bazar, the jewelers den of Raipur, Shubh Diamonds faced competition from the clutter of other jewellery stores in and around them. A distinct approach was required to differentiate the brands from that of competitors, the one which is not just limited to the tangible aspect of the brand and the store. Also, positioning the brand as luxurious in the niche market of Raipur taking into consideration the high-end customers was another challenge.
The Solution
Analyzing the market and the offerings by the brand, an exclusive strategy was mapped to keep the essence of the brand clear and distinctive. The communication inculcated in campaign was “One in a Million”. The underlying idea here was to hammer the thought of One in a million in the mind of audience through every possible medium so that people start associating the brand with the same. From social media campaigns to hoarding, paper ads to SMS, each of the medium communicated the same theme of the brand being “One in a million”.
The agenda of using “One in a million” with the brand was to quote an emotional aspect that every relation withholds a belief that their significant other is one in a million, whether it be a mother thinks this for her daughter or a husband thinking this for his better half. The communication, therefore, was that SHUBH Diamond is One in a million and so is their offerings, their customers are one in a million and everyone associated with it.
The 360 degree branding strategy was adapted and executed including newspaper ads, hoardings, SMS campaign for the launch and Social Media Platforms. The strategy was to create highest brand value by leveraging on intangible aspects like the brand communication, craftsmanship, and heritage.
With the clear communication and execution, the challenges were effectively overcome and a clear and distinctive identity of the brand was established. The social media response of the campaigns too was well achieved.
Results
Including SMS and Social Media Campaigns, the awareness of the brand significantly grew with a reach of 1, 18,365 and engagement of 60,972. The branding done through social media and offline mediums resulted in a huge footfall on the day of launch.
A well planned propaganda was successfully executed keeping in mind all the core elements and thus the brand was able to create a distinctive image and position itself as Luxurious and Royal in the minds of consumer.
Swati Tripathi
