Gruhalaxmi rebrands itself

Time has come to raise the engagement with the consumer to a new level. Custom publishing is the new buzzword. Magazines have to think and understand that India is a fragmented market with a lot of cultures amalgamated.

Wedding is one fine example of variety and richness of our different community cultures which can be  weaved by one common heritage - jewellery, each wedding is unique so is the Stridhann - Jewellery created for the family heirloom.

Tanishq and Grehlakshmi together wanted to showcase to the market the connect we could create with this opportunity and understanding.

Tanishq wanted to flaunt its variety of jewellery for each community as a complete wedding jeweller whereas Grehlakshmi wanted to showcase the beautiful cultural heritage of our country.

A fantastic idea was proposed by team Maxus - improvising and creating unique community cutomised cover innovation.

As is known, magazines have a high affinity and are the first choice when it comes to looking out for the latest fashion trends and the cover is the Prime property of any magazine; therefore there was no better place than the cover to launch the entire wedding range from Tanishq.

Grehlakshmi with Team Maxus shortlisted, 4 different markets, 4 discreetly different cultures to showcase brand communication.

This blend of two giants brought out an interesting new high impact culture specific innovation, which is enclosed for your reference.

The uniqueness of this campaign was that for the first time ever we customized the bride on the cover; thus ensuring we are able to showcase the regionally relevant jewelry to the relevant audience.

E.g: The copies that go to Bihar to have the Bihari bride; while the ones that go to Punjab has the Punjabi bride. This ensured that the activity was extremely cost efficient where we could show all the 9 communities. In addition there was editorial coverage around the collection ensuring credibility.

Today, Tanishq is NOT looked upon as a jeweler for my traditional /essential jewelry; they have recently revamped their product portfolio to address this and now have specific jewellery for 9 different communities across India.

The community covers targeted the different regions to cover the diaspora of Grehlakshmi.

A picture is more than a thousand words.

Each cover covered their jewellery  make up look and feel and the innovation followed by a wrap up covers to showcase the rest of brand range in detail.

Its high time you respect our innovative streak.

Understanding our consumers has made us grow with brands and consumers alike.

Hence Grehlakshmi is what it is …..taking finite risks for infinite genius.