Case Study
Kalyan Jewellers
BREAKING CONVENTIONAL THINKING TO CREATE A 12,000 CR BRAND
Kalyan Jewellers began its awe-inspiring journey as a fledgling jewellery brand in the 90s. From a 300 crore company, Kalyan Jewellers is today a 12,000 crore megalith. And we are proud to proclaim that we have partnered with Kalyan, through thick and thin, every step of the way. Breaking the mould in jewellery advertising of that time, we zagged when the rest followed conventional wisdom. For the first time in jewellery advertising, we made the man the protagonist, a result of research we commissioned to identify the real influencer in jewellery purchase. The second salvo was the use of regional celebrities for each state as against one big national celebrity.
In a category that hinged on trust and credibility, the strategy to use a celebrity who was one of their own turned the tide in Kalyan’s favour. This strategy generated enough traction for the brand in each market and the brand grew exponentially. Then, there was the path-breaking concept of ‘My Kalyan’, a stand-alone retail store unit that provides an advisory service besides retailing of gold, to shield the customer from irregularities and inconsistencies of the industry. The final nail in the coffin was the pioneering communication that addressed the sheer transparency and best practices of the brand, a move that led it to become an industry norm for other brands to follow. Today, Kalyan continues to lead the way in jewellery advertising with breakthrough communication with results to match in India and abroad.
Craze
25 years back, Craze was one of the most popular biscuit brands in India. When AZCCO Global group wanted to venture into the FMCG industry, especially in biscuits, they came to us for an overall marketing strategy.
Giving The Craze, Push
Our challenge lies in connecting the brand with the target audience and capturing a sizable market share of the biscuit industry. And to do so we began by separating our target audience into 2 types of audiences: the older group who remember the brand, and the young crowd who are yet to discover the brand. For the older target audience we brought back the iconic jingle composed by A.R. Rahman. This connected the older crowd with a very nostalgic emotion towards the brand and helped themselves to it. For the young crowd, we recomposed the old nostalgic song and collaborated with social media influencers to connect with the new young crowd. Along with this, we also hired a dance choreographer to build our own Craze dance move which we promoted across media as a campaign. This further led to bringing more brand visibility for the brand via sponsorships for programs like the famous Asianet Dancing Stars.
Sabine Hospital
Sabine Hospital, a market leader in Kerala’s IVF and infertility treatment sector, faced two major challenges. First, the brand was heavily centred around Dr. Sabine, leading to scheduling conflicts and limiting expansion. Second, increasing competition with advanced technology and aggressive marketing was eroding their market share. Push undertook a comprehensive brand transformation, including revamping their positioning, brand identity, and vision & mission statements. Our researchled strategy focused on four key areas:
- Strategic Brand Positioning: We crafted campaigns highlighting Sabine Hospital’s affordability, high success rates, unmatched expertise, and innovation. Our research uncovered that the hospital had the highest number of IVF births in India—a key differentiator that became central to our communication strategy.
- Strategic Brand Positioning: We crafted campaigns highlighting Sabine Hospital’s affordability, high success rates, unmatched expertise, and innovation. Our research uncovered that the hospital had the highest number of IVF births in India—a key differentiator that became central to our communication strategy.
- Balanced Branding Approach: To address the dependency on Dr. Sabine, we developed a “Hospital-first” approach for advertising and a “Dr. Sabinefirst” approach for PR, ensuring trust in the institution while maintaining his credibility. We developed an advertising strategy that emphasized the hospital brand while leveraging Dr. Sabine’s reputation through PR. This helped transfer trust to other locations as they expanded. We also identified and planned several PR opportunities, including a memoir by Dr. Sabine, to further build credibility and visibility.
- Expansion Roadmap: We conducted market research, feasibility studies, and investor presentations, paving the way for sustainable vertical and horizontal growth. Our strategy included ATL, BTL, and PR initiatives, along with curated PR opportunities such as a memoir by Dr. Sabine.
- Investment & Growth: Within 4–5 months of our involvement, Sabine Hospital secured a high-valuation investment from a venture capital firm, reinforcing its position as an industry leader