Kalyan Jewellers is the largest jewellery chain in India, headquartered in Thrissur, Kerala. Founded in 1993, it targets the upper middle and high classes positioning itself as a royal brand. The company has shifted its advertising focus from full jewellery sets to just bangles, and spends heavily on advertising through hoardings, television, magazines and newspapers. The advertisement encourages customers to prioritize quality over price when purchasing gold jewellery.

2. Kalyan Jewellers
 Largest jewellery chain in India.
 Headquarter – Thrissur, Kerala
 Chairman and MD – T.S. Kalyanaraman
 Holding company – Kalyan group
 Establishment – In 1993 at Thrissur

3.  SEGMENTATION: Women
 TARGETING: Upper middle class & High class
 POSITIONING: As a Royal Brand

4. EARLIER NOW

6.  POPULARITY – High
 MUSIC – Traditional
 WOW MOMENT – When she walks and opens
the door
 BRAND OWNER – Kalyan Group

7.  Old ad was concentrated on full jewellery
 New ad concentrates only on Bangles

8. Advertising Agency : Nethra PUSH Advertising
Advertisement Mix :
 Hoardings
 Television
 Magazines
 Newspaper
Advertisement budget : High (Rs. 900 million)

10.  Varieties of Jewellery
 Information about which type of gold should
we purchased
 Price should not be considered, Quality
should be considered

11. Self
actualization
Esteem Needs/
Ego Needs
Social Needs
Safety Needs
Physiological Needs

12.  POWER
 AFFILIATION
 ACHIEVEMENT