The Background:

PMJ Jewels, a renowned name in the jewelry industry with a 60-year legacy, has been the preferred choice for over 100,000 families across India and the USA. Expanding its presence, the brand launched its 40th and largest store in Punjagutta, a prime jewelry hub catering to mid-range buyers. This new store offers an extensive collection of gold ornaments, along with exclusive half-saree and wedding jewelry, strategically positioning itself in a highly competitive market.

The Challenge:

The launch of PMJ Jewels’ 40th and largest store in Punjagutta presented a unique challenge. Entering an already saturated market dominated by well-established jewelry brands, PMJ needed to differentiate itself, capture attention, and establish a strong presence among mid-range budget consumers. The primary challenge was to highlight its unparalleled legacy, superior craftsmanship, and exclusive collections in a compelling and memorable way.

The Approach:

To make a significant impact in the competitive Punjagutta market, PMJ Jewels launched a multi-faceted promotional campaign with the central theme: “The Largest PMJ Store in Punjagutta.”

• Legacy Branding: To reinforce PMJ’s rich heritage, a special logo unit was designed, featuring “60 Years of Legacy”, prominently displayed across all campaign materials.


• Multi-Channel Promotions: The campaign was executed through a combination of visually captivating hoardings, digital ads on social media, and multiple advertising platforms, ensuring widespread visibility.


• Exclusive Launch Offers: To attract potential customers, PMJ introduced enticing promotional deals, including a free gold coin with every purchase and a 101% discount on old gold exchanges.


• Pre-Launch Engagement: PMJ invited its premium customers for an exclusive pre-launch store tour, fostering excitement and early engagement.




• Grand Inauguration: The store was inaugurated by Princess Sitara Ghattamaneni, the brand’s ambassador, adding a touch of prestige to the event.


• Strategic Print Campaign: Leveraging the store’s unique location—previously occupied by The Hindu newspaper—PMJ ran a powerful print ad stating: “One priceless jewel replaced by another.” This messaging created an emotional connection while reinforcing the brand’s legacy and credibility.

Result:

PMJ Jewels successfully captured the attention of its target audience, creating immense buzz around the launch. The campaign effectively:

• Established PMJ’s dominance in the Punjagutta jewelry market.
• Attracted high footfall to the store, translating into strong initial sales.
• Reinforced brand credibility by emphasizing its 60-year legacy and exceptional craftsmanship.
• Created a lasting impact through strategic promotions, engagement initiatives, and a memorable brand narrative.

By implementing this strategic, multi-layered approach, PMJ Jewels positioned itself as a key player in the Punjagutta jewelry market, ensuring a strong and sustained brand presence.