In what’s a comforting trend to the overall Retail Industry that’s been plagued quite badly due to the ongoing Coronavirus pandemic since Mar. ‘20, over 150 Jewellery Retailers have shown increased spends across Television channels, a sign of higher confidence how consumers will open their wallets more in the coming months ahead of the Festival season. This and more insights were revealed by TAM-AdEx, an independent agency that tracks the Advertising trends across India. Your “Retail Updates” in it’s pan-India Consumer Survey conducted in July 2021 had shared similar predictions which you can access here.
Lalithaa Jewellery, India’s leading Jewellery Retail chain in the organised space was the highest to “invest” in Advertising with a 32% share in spends followed by Jos Alukkas, GRT Jewellers and the public-listed Thangamayil Jewellers. News as a genre seems to be the most preferred one with a 63% share of all Ads followed by GEC – General Entertainment Channels. The top spots remain the evening Prime Time though Brands are showcasing all day due to an increased presence of customers at home due to WFH & EFH – Education from Home. The Ad volumes grew 52% during Jan-Aug ‘21 compared to the same period last year.
Actress Keerthy Suresh who has moved on from Salem based AVR Jewellers to Kerala based Jos Alukkas appears stunning in her latest TVC for her newly embraced brand. The trend isn’t new even as “Face of the Brands” keep moving on from one to the other without much loyalty. But the fact that the new TVC has created a significant impact in current times is notable. Actor Vijay had done a TVC for Jos Alukkas many years back. Jewellers betting on Brand Ambassadors during current times is proof that the upcoming festival and wedding season sounds promising, lest a Retail brand like Jos Alukkas with presence across all Southern states wouldn’t put over ₹5-6 Crores in a celebrity appearance such as Keerthy Suresh, plus the cost of shooting and showcasing the Ads over the 100-day festival period.
The writing is on the wall. The Indian economy is on it’s way to a massive bounce back. We certainly didn’t see revenge shopping or travel unlike what happened in China after the pandemic’s intensity came down. While we witnessed a resurrection since Nov. ‘20, things came to an abrupt end in Mar. ‘21 ahead of the second wave. Though the occurrence of a massive 3rd wave seems to be limited, with over 79 crore vaccinations done (including second doses), the impact of Retail recovery is imminent. Consumers seem to have delayed their spending, not stopped apparently. Of course, this is applicable only for SEC A, B and B+ profile whereas the economically weaker have been more indisposed than their paying masters.
