Public Relations, Publicity Campaigns, Media Relations, Product Placements and Sourcing, Press Conference Management, Image Management
PNG Jewellers is one of the most reputed jewellers in the country, with a legacy of 186 years. From establishing itself as a single, family owned and operated flagship store, it has grown to become a private limited company with outlets across Maharashtra, Goa, Madhya Pradesh, US and UAE under the leadership and vision of Mr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers.
When PNG Jewellers came on board as a client in 2013, it was largely viewed as a hyperlocal Maharashtrian brand. There was a need to push the brand onto a global platform, while differentiating it from other jewellery brands. We also needed to create the right kind of visibility for the spokesperson and establish a strong thought leadership.
In order to build awareness about PNG Jewellers’ wide variety of gold, silver and diamond jewellery, we facilitated regular product placements in top-of-the-line prominent lifestyle publications such as Vogue, Elle and Harper’s Bazaar, along with sourcing for Bollywood actresses such as Kangana Ranaut, Parineeti Chopra, Vidya Balan and Madhuri Dixit. We also created a PR machinery that provided day-to-day support to the client and made consistent media outreach efforts. We also devised innovative PR campaigns for various store launches. We guided the spokesperson and prompted him to voice his opinions as an industry expert at national and international trade conferences in the jewellery and retail segments, and extended PR support to promote the brand’s CSR initiatives, thereby creating a positive public image.
We were able to change the perception of PNG Jewellers from a traditional, hyperlocal brand, to a contemporary one with a national connect. In 2015, we successfully supported the launch of 11 stores in a duration of 9 months, including one in New Jersey. The spokesperson Mr. Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers is well-known and regarded as one of the top industry voices in the jewellery sector. Proactive crisis management also helped preserve the positive brand reputation that we had facilitated. Our efforts have earned us a long association with PNG Jewellers, which continues till today.