HUMANISING
JEWELLERY
The first task was to alter the market perception of Alukkas – from that of a family-owned enterprise, to that of a Corporate’s. This move was also vital in enabling the transformation of the Company from a national player into an international jeweler with a global vision.
The Alukkas family consisted of four brothers each of who had many stores under their individual identity – leading to a blurring and overlapping in customer discernment. To differentiate, we merged the given name and surname into one and the new nomenclature was popularized through a multipronged media campaign.
As Joyalukkas was one of the first Kerala-based retailers to enter the Hyderabad market,
a thorough demographic, psychographic, behavioural and aspirational analysis was made to understand the
market in depth. Given South India’s proclivity to tinseltown, popular actress Ileana was roped in as Brand
Ambassador. An extensive photoshoot and TVC were shot featuring her.
The multimedia launch campaign made a powerful impact and
Joyalukkas was accepted overnight by Hyderabad.
Joyalukkas’ new product lines, Parineeta – a wedding collection, Lucia – a lightweight
collection for teens were also launched by RBC in the all-India market.
The launch and subsequent advertising activities for
Joyalukkas Wedding Centre in Kerala were also handled by RBC.