Off to a sparkling start

Krishna Rajaram Ashtekar is a renowned, decades-old jewellery brand in Pune, located in the heart of ‘old’ Pune. When they decided to launch Krishnaraj Jewellers, a new line of Diamond, Antique and Italian jewellery, they knew exactly what they were up against. The objective: to attract the upscale, cosmopolitan customer. The challenge: to create awareness and excitement in the presence of tough competitors like Tanishq, PNG, Gitanjali, Ranka, etc.

From designing a logo for the new brand to designing the entire launch campaign, Xebec partnered closely with the client. Built on the positioning of ‘jewellery for the various facets of the modern woman’, print ads were created, dramatically showcasing the exclusive designs. These were scheduled with good frequency to penetrate the clutter and generate interest.
Complementary billboards around the city added to the impact while complete in-store branding reinforced the appeal for customers who visited the new store.