"She is Mine" - A Jewelry Campaign calling Men!

The first ever Social Media Campaign by a jewelry brand that has men talking.

Ever heard of an Indian jewelry brand reaching out to men?

Well, if not, then international jewelry brand "Malabar Gold and Diamonds", one of the world’s largest jewelry retail brand, is reaching out to men for the first time and asking them to write about that special lady in their life who could be his sister, mother, daughter, wife or that best friend.

When asked about this campaign, Marketing Head for Malabar Gold and Diamonds Amjad Hussain says, "We always wanted to give Men a forum to talk about the women in their lives. Women they cherish”. He adds, "What better time to do this than during the promotion of our new pendant collection from Mine."

"She is mine" campaign promotes the latest collection of Mine Diamond Pendant Set with Ring starting from Rs. 29,000 (USD 500 approx.). This is the first time diamond has come with such an impressive price and it deserved a completely new concept to market.

Normally, we see jewelry brands communicating directly with their female customer segment for promoting their products, but this is the first time an Indian jewelry brand has broken the stereotype, treading the different path.

Through this campaign, men share their appreciation for that special lady in their lives!  A unique way of saying "Thank you"!

How to participate in "She is Mine"?

To participate, all one has to do is to talk about that special lady and share what makes her so special.

The stories will be judged on the basis of their emotive content and how well the writer has articulated his feeling! 3 winners will be selected and be given diamond jewelry as prize.

Submission details:

Shopmgd.com the official online store of Malabar Gold and Diamonds has seen an upswing in traffic after the introduction of the campaign. Shaji Kakkodi, who heads the online store says, "We are overwhelmed with the response of the campaign. We really got the men talking".

He adds, "With this kind of response, we hope to reach over a 10 million people online".

This campaign also shows the major Social Media drive by Malabar Gold and Diamonds. According to sources close to the company, Malabar Gold and Diamonds is planning to increase spend significantly in Digital Marketing with a good focus on Social Media. This is great news for the industry.

About Mine Diamonds

It's an exclusive offering from Malabar Gold & Diamonds. 'Mine' offers exotic & exquisite range of collections in Bridal, Solitaire, Everyday Lightweight, Men's & Platinum Diamond Jewelry.

About Malabar Gold and Diamonds

Malabar Gold and Diamonds is the flagship company of Malabar Group, a leading diversified Indian business conglomerate.

Established in 1993 in South Indian state of Kerala, Malabar Gold & Diamonds today has a strong retail network of 116 outlets spread across eight countries, 10 wholesale units in addition to offices, design centers and factories spread in India, GCC and Singapore.

With an annual turnover of $3.5 billion, the company currently ranks among the world’s top five jewelry retailers in terms of annual turnover.

This article was brought to you by "Malabar Gold and Diamonds".

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