Punjabi Saraf Jewelers

Objective: Punjabi Saraf is a famous name in Indore. The challenge was to take this Indore based brand at national level and establish it.
TG: Young ladies/couples from sound families.
Hurdles: The brand has only two outlets. That too is in Indore only. The key challenge was to take the look and feel.
Marketing Strategy: The brand in Indore marketed in a different way considering local needs and characteristics in consideration. Parallely national campaign also ran taking national dynamics.
Media Mix: All possible mediums were the part of media mix. Including Newspapers, Magazines Radio, Outdoor, events and special mediums as well.
Booklet Sampling: A Special Sampling with Wedding Affair & Jetwings was done across the country.
Results: Punjabi saraf has highest recall value in Indore amongst all jewelry brands. Not only this, this brand is attracting potential buyers from other cities too.