She is Mine - First Ever Social Media Campaign by a Jewelry Brand That Has Men Talking

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International jewellery brand Malabar Gold and Diamonds have come up with a unique initiative "She Is Mine" where they are giving men a chance to express their affection for the special lady in their lives.

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

Well, if not, then international jewelry brand Malabar Gold and Diamonds, one of 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. 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 on their female customer segment for promoting their products, but this is the first time an Indian jewellery brand has broken the stereotype.

Through this campaign, men share their appreciation for that special lady in their lives. This is a unique way of saying “Thank you”! To participate, all one has to do is to talk about that special lady and share what makes her so special.

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

Starting Date – 18th July 2014,
Last Date for entry submission – 6th August 2014

Participants can submit their stories here -

About Mine Diamonds

It is 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 jewellery retailers in terms of annual turnover.

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Prashant Jain
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since: 07/2013
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