Viswa & Devji

Launch Strategy for Viswa & Devji Diamonds in Chennai

The Task

Viswa & Devji, an established brand in Coimbatore with retail division since 2008, had planned to launch an exclusive diamond jewellery showroom of international standard in G.N Chetty Road, Chennai of international standard.

We conceptualised, planned, and executed the task of the launch of the Brand Viswa & Devji in Chennai.

The Strategy

The aspirational value of Viswa & Devji in Coimbatore needed to be replicated and magnified in Chennai. Instead of investing on brand ambassadors, the plan was to direct the focus on the brand’s core offerings.

The Internal Team

With the help of Newspaper advertising, social media promotions, and job portals like Naukri and Monster, a good team with appropriate candidates was formed after 3 rounds of interviews.

Viswa & Devji offers Extraordinary jewellery Designs, Quality and Service giving the customers the experience of finest luxury. Thus, the concept “Experience the Extraordinary” was crafted.

Photography

The most creative, fabulous-looking products were specially chosen and photographed to be used for the launch of Viswa & Devji’s Chennai Showroom.

Build and Integrate the Idea Across Promotional Channels

Various communication tools were chosen to take the message across.

Direct Marketing

  • Invitations as Online and Offline Direct mailers
  • Special guests needed to be invited individually. Instead of roping in celebrities, popular personalities were invited as guests for the three day exclusive pre-launch.
  • SMS’s were sent as reminders two days ahead of the launch and on the day of the launch. Care was taken not to bombard prospective customers with too many messages.
  • Tele calling was also done to personally invite guests.

Advertising

  • Newspaper were used to announce the launch.
  • Radio was used to remind and maintain curiosity.

OOH

  • Billboards were taken up in prime locations in Chennai and it was used to build curiosity.

Online

  • Social Media was used to build the buzz and act as a reminder. LinkedIn, Facebook and youtube were the key social media platforms.
  • Online ads on google were also done.

PR

  • Offline and online push of brand specific information.
  • Press conferences and invitation for the exclusive preview.

Press Conference

A business press meet was conducted 10 days before the launch. Journalists from leading television channels, publications, and online portals were invited to the event at ITC Grand, Chennai. A snapshot of the brand, its specialty, and its offers was showcased at the press meet.

The Pre-Launch

Prior to the launch, a three-day special preview was planned for VIPs, celebrities, and socialites from Chennai and surrounding towns. By individually inviting prominent citizens of Chennai rather than spending a big sum on bringing celebrities, we were able to connect with a wider network of individuals. Each visitor was treated to a delectable variety of appetizers. It was a genuine demonstration of the brand’s promise of luxury treatment.

Viswa & Devji’s social media sites on Facebook, Twitter, LinkedIn, Pinterest,  and Instagram were buzzing with activity for almost a month prior to the launch. 

Two of the most effective tactics adopted for the launch were offline and online public relations. The launch was covered by all major television and radio stations, newspapers, magazines, and news websites.

With all of its integrated operations, the campaign accomplished a great deal on a shoestring budget. This was only feasible via careful planning, setting achievable objectives, and continuous monitoring of all operations and teams engaged.