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Titan Industries has unveiled a promotional campaign called Goldplus for jewellery brand targeted at semi-urban and rural market.
The brand's eponymous retail outlets at 29 towns in five States will host The World's First Ever Gold Jewellery Car — a Tata Nano decked in 80 kg of 22-carat gold, 15 kg of silver and 10,000 precious and semi-precious stones of nine varieties.
The car, crafted to celebrate 5,000 years of jewellery making in India, was unveiled in Mumbai by the Tata group Chairman, Mr Ratan Tata, on Monday.
The Goldplus Car will travel to all target markets, said Mr C.K. Venkataraman, COO, Jewellery Division, Titan Industries. The campaign featuring the gold car follows the World's Largest Bangle promo at Goldplus outlets, and a gold education promo, Karatmeter on Wheels, in semi-urban and rural markets. The car will tour Goldplus markets for five months.
Speaking to Business Line , Mr Venkataraman explained that the Nano, a symbol of middle-class aspiration, is something that would appeal in small towns, the core market for Goldplus. Contests and promotions will be organised in each city as the car arrives.
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