Jewellery brand Gitanjali has roped in a Bollywood actor Salman Khan as its brand ambassador. Khan is endorsing the company’s latest consumer offering – two gold and jewellery saving-cum-purchase schemes, Swarn Mangal and Shagun.
While Swarna Mangal is a gold price protection plan, Shagun is a jewellery accumulation plan. These offers have been designed to make it easier for consumers to go beyond their budget while purchasing their favorite jewellery, says the company.
Announced today, March 18, a new campaign featuring Khan has also been released in the print and electronic media. The TV ad shows Salman Khan as a solution provider to his friend who is unable to plan the gold jewellery needs for his daughter’s wedding due to high gold prices. The print ad is a rendition of the same and details out the plan.
As marketers in India are highly dependent on local film actors for making their ads, of late, Animal Planet hired Bollywood (Bombay-based Indian film industry) actors Ajay Devgn and Bipasha Basu for Animal Planet’s TV show on tigers. (Read: Bollywood Beauty Bipasha Basu Loves Tigers)
“By introducing savings schemes like Swarna Mangal and Shagun, Gitanjali Group is making it possible for consumers to pick up some dazzling gold and diamond jewellery at very attractive rates,” says Khan.[ Also Read: 10 Reasons I Like Bollywood Movies ]
Swarna Mangal is the gold price protection plan designed to provide protection against the rising gold prices. Under this scheme one can book a certain amount of gold at current prices and make systematic payments through various channels provided to build monthly gold reserves in 12, 18 and 24 installments. It offers flexibility in payment and redemption options as well as grace period in case of missed installments, according to the company.[ Also Read: Top 20 Digital Brand Campaigns of 2012 ]
Shagun is the jewellery accumulation plan designed to save up to buy jewellery for the big occasions, events like wedding. Under this option one can select the payment interval option from 12, 18 and 24 monthly installments and depositing the decided amount of money. This plan offers flexibility in easy payment and redemption options, options to vary installment amount and change the tenure after enrolling and also allows grace period in case of missed installments, explains the company.
Gitanjali Group is an “integrated branded jewellery manufacturer-retailer.” Established in 1966, its activities include rough diamond sourcing, cutting, polishing and distribution, jewellery manufacturing, branding and retailing gold and diamond jewellery in India and abroad.
Photo courtesy: Gitanjali / Screenshot from the TV ad