Lifestyle & Luxury

Cartier the renowned French jeweller and watch maker is present in India only through their distributors and retailers, it has only one boutique/showroom at the Emporio Mall in Delhi and jewellery is available only through showroom.

Key Challenges

Promoting jewellery without it being present in India

Visually appealing product, required photo-shoots/ touch-feel experience

Dubai boutique in convenient proximity

Cartier spokespeople not in India

Communication Objectives

Mandate of generating awareness about Cartier and its product portfolio in India

 

Watches

 

Fragrances

 

Accessories

 

Jewellery

Strategy

Initiation of strategic placements coupled with exclusive magazine cover shoots to showcase the creativity and brand persona

Coordinated e-mail interactions

Prepared a manual of frequently asked questions and their relevant answers

 

Facilitated media interactions conveniently

 

Exudes brand knowledge across team members

Initiatives

Exclusive cover shoots with leading lifestyle magazines such as Femina

With an added 6 pages inside and an additional editorial endorsement 

Magazine invited renowned model Katrina Kaif to wear the jewellery

Media familiarization visits to various Cartier events internationally

SIHH, Geneva

Orchid Jewellery launch in New York

Windsor Polo

Dubai Polo

Dubai boutique re-opening

Proactive interaction between the media and international spokespersons and active participation in relevant industry stories

Events

Cartier Alternative Elephant Polo Cup, Jaipur, Rajasthan, India

 

Provide media an opportunity to feel and experience the event and the unique tournament and facilitate interaction with the organizers

 

Involvement of elephant family and HIS, a local NGO

 

Faced protests and criticism from PETA

 

Local media was instigated and protests and opinions were mobilized

 

Key message communicated through national newspaper, Times of India, Mumbai

Strategy

Sent a letter to the protestor community expressing the desired objectives of the event

Invited local media and select lifestyle national media to witness the event

Media relations

Select interactions with Cartier’s International CEO

Dissemination of press kits nationally

Exclusive live on electronic channel NDTV to cover the event and the ceremonies around it

Achievements

The event was well accepted by the media

 

both locally and nationally

 

Exclusive live 2 days coverage on NDTV

 

7 magazines with exhaustive editorial and pictorial coverage

 

11 features across mainlines