BHIMA AND BROTHER
Campaign Overview
With Onam being one of the most culturally significant and emotionally charged festivals in Kerala, Bhima & Brother sought to use the occasion to strengthen their emotional connect with customers and boost showroom footfall. The objective was to craft a 360° seasonal campaign that resonated with the spirit of Onam, while highlighting the elegance and empowerment that comes with wearing Bhima’s gold jewellery.
Campaign Objective
- To increase showroom footfall across the four key locations of Bhima and Brother: Alappuzha, Kollam, Thrissur and Palakkad
- To enhance brand recall and emotional connect through a culturally resonant narrative
- To drive online engagement and generate sales inquiries via digital platforms.
Core Strategy
A 360-degree campaign was conceptualized and executed by Media Expression & ME Digital, with a blend of emotional storytelling, regional flavour, and strategic media placement.The campaign was primarily targeted across Alappuzha, Kollam, Thrissur and Palakkad. Each location was treated with hyper-local targeting via digital ads and regional media buying.
Key Campaign Theme
“ഇത് പൊന്നിൽ തീർത്ത പെണ്ണോണം!” / “Pure jewellery to elevate her Onam Glow!”
This line beautifully combined the ideas of:
- Feminine grace and empowerment
- The cultural importance of gold jewellery
- The emotional radiance of the Onam festival
Research & Conceptualization
The campaign began with deep market and audience research, especially focusing on:
- Cultural nuances of Onam celebrations
- Jewellery buying behaviour during festive seasons
- Women’s role in family purchasing decisions
This insight led to the idea of portraying gold jewellery as a symbol of feminine empowerment, set against the rich, nostalgic backdrop of Onam.
Creative Execution
Visual Storytelling
- The creative approach was deeply inspired by Onam’s colour palette, traditional elements, and feminine elegance.
- Posters, carousels, and video content were designed to visually narrate the festive aura of Onam while subtly showcasing Bhima’s jewellery.
PRINT, RADIO, TELEVISION and DIGITAL MEDIA
Creatives were adapted for leading Malayalam and English newspapers, including The Hindu, Mathrubhumi and Kerala Kaumudi. These print ads amplified local visibility and brand prestige.
Voiceover graphic ads were broadcast on top Malayalam channels including 24 News, Surya TV and Asianet. These channels ensured mass reach and reinforced the festive presence of Bhima & Brother.
Creative campaigns were employed across digital platforms like Facebook, Instagram (Meta) and Youtube in the form of engaging posters, reels, stories, skippable ads.
Custom radio jingles with Onam-themed melodies were aired across popular FM stations in the four focus districts, adding an auditory layer to the campaign’s presence.
Outcomes & Observations
1. High Engagement & Reach
- Multi-platform strategy ensured maximum visibility and engagement.
- Creatives performed exceptionally well on Meta and YouTube.
2. Sales & Inquiries
- Significant rise in WhatsApp inquiries, pointing to a high level of interest and purchase intent.
- Customers specifically requested featured jewellery items, indicating strong creative recall and product appeal.
3. Showroom Traffic
- All four locations saw a notable increase in footfall, especially during the peak Onam shopping days.
- The campaign aligned well with consumer buying behaviour during the festive season.
4. Emotional Connect
- The feminine empowerment theme resonated deeply with audiences, especially women.
- The cultural authenticity of the visuals helped create a powerful emotional bond with the brand.
Conclusion
Media Expression and ME Digital successfully executed a 360-degree Onam campaign that not only met but exceeded the marketing objectives of Bhima & Brother. Through culturally rich storytelling, strategic media planning, and consistent branding across platforms, the campaign:
- Strengthened the brand’s emotional connection
- Boosted visibility and footfall
- Delivered tangible business outcomes
This case study stands as a testament to the power of integrated marketing fused with authentic cultural storytelling.
