Gitanjali to catch consumer's eye via Bollywood movies

The Gitanjali Group, which manufactures and exports diamonds, jems and jewellery is planning will promote its lesser known brands across the country via Hindi films.

Kajol, Lara Dutta and other bigwigs of the Hindi film industry have been brand ambassadors for the group in the past but the company is now gearing up to be a part of at least 25 Hindi films this year.

With investment in each film touted to be anywhere between Rs 40-50 lakh to Rs one crore depending on the film, the firm plans to earmark a high percentage of its total investment sum of Rs 2,500 crore for Hindi films this year.

The latest in its promotion kitty include Krrish, Dil Diya Hai and Bas Ek Pal, which according to the group were successful in creating a good platform for its newer brands.

"Being a part of a big banner gives us the right exposure in a competitive market. Moreover, it is a well-known fact that the consumer recall for a product that is displayed on the big screen is always high, which is why we are looking at tapping the Bollywood market in a big way," said Philip Anthony, vice-president, marketing and corporate communications, Gitanjali Group.

The group has already signed up with Sooraj Barjatya for the upcoming film Vivaah as well as the much-awaited Rekha starrer Kudiyon Ka Hai Zamana, which is due for release this year.

Apart from celebrity promotions, the deal with the films enable the group to internalise its product in the plot itself, which according to Anthony creates a wider pool of interested consumers.

The company's diamond jewellery brand, "Asmi" has just entered the Ahmedabad market and is part of its plans to expand its number of retail stores. The group owns around 100 stores currently and plans to expand its outlets by at least 100 by the end of the year.

It is also looking at malls and petrol pumps to start its retail outlets across the country in the next few months.