Malabar Gold & Diamonds Elevates Premium Appeal with the Launch of ‘Solitaire One’

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The Outcome

Results

~4%

Lift in Ad Recall

~4.2%

increase in Brand Search Volume

~7%

Growth in International Shoppers

Objective

The primary goal was to drive awareness and premium positioning for Malabar’s new solitaire jewellery category, ‘Solitaire One’, while ensuring minimal audience overlap with ongoing gold campaigns. The goal was to build strong brand recall through high-impact inventory and generate quality leads to drive in-store visits among affluent audiences.

Approach

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To effectively target ultra-HNIs and exclude the regular BAU Gold audience, a curated mix of biddable media, OTT platforms, and premium publisher inventory was deployed.
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Meta targeted users with interests in luxury brands, 5-star hotels, and frequent international travel.
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YouTube leveraged in-market audiences for premium hotels, cruises, luxury cars, and fine jewelry, enhanced with custom intent using solitaire-related keywords.
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OTTs focused on users with strong luxury affinities.
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MakeMyTrip reached premium credit card users and high-frequency transactors.
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Cheggout targeted individuals with ₹30L+ annual salaries.
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NoBrokerHood reached residents of premium societies and property owners with homes valued above ₹2.5 Cr.
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This precise targeting, combined with aspirational messaging, drove strong results—achieving a 5% absolute and 16% relative lift in brand consideration among Connected TV audiences, the core target group. The highest uplift was seen in the 25–34 age group, followed by 35–44—both priority segments for the campaign.

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Malabar Gold & Diamonds Elevates Premium Appeal with the Launch of ‘Solitaire One’

The Outcome

~4%

~4.2%

~7%

Objective

Approach

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