PC Jeweller, the Delhi-based jewellery chain, said it signed up Bollywood stars Akshay Kumar and Twinkle Khanna as it gets ready for a pan-India expansion.
The brand, which started 12 years ago with a single shop in Karol Bagh in New Delhi, today has close to 80 outlets. Most, however, are in North India, and focused on the big cities.
Meanwhile, South India-based players, such as Kalyan Jewellers and Joy Alukkas, have started expanding aggressively in the metros, unleashing high-decibel campaigns featuring Bollywood icons such as Amitabh Bachchan.
“The association with them is congruent to the brand’s next leg of pan India expansion,” the company said.
“The Company is launching TV Commercials during ongoing festive Season with the Brand Ambassadors,” it said.
The ads have been directed by famous filmmaker R. Balki, it said.
It is a first generation business promoted by two brothers- Padam Chand Gupta and Balram Garg.
PC Jeweller engages in the manufacture, export, wholesale, and retail of jewelry in India.
It typically focuses on large format, stand-alone stores at high street locations and malls.
Its stores stock a wide range of jewellery across all price points, with an increasing focus on diamond jewellery.