Kochi: Tribhovandas Bhimji Zaveri (TBZ) has unveiled
an innovative outdoor marketing campaign featuring a 22-foot handcrafted 3D
necklace installation on a billboard in Kochi. The campaign aims to showcase
its antique bridal collection on a broader scale, following the re-launch of
its exclusive store in the major city of Kerala.
At a time when many competitors are experimenting and
strengthening their digital presence, TBZ has consciously chosen traditional
out-of-home advertising to showcase its design language at a larger scale. The
22-foot necklace installation places the campaign among one of the largest
physical jewellery installations on out-of-home media in India.
TBZ emphasised that the advertising campaign is a tribute to
its heritage craftsmanship and skilled sculpture artists, echoing the intricacy
and legacy of traditional jewellery-making. The campaign has been extended
across Kochi to create strong visibility for the brand.
Commenting on the campaign, Kapil Budukh, Head of Marketing,
TBZ, said, at TBZ, design is central to both our jewellery and
our marketing. The Kochi campaign reflects this belief. Just as every jewellery
piece we create is unique, the way we present it to customers should also be
unique. The 22-foot necklace on Kochi’s skyline and the Golden Fleet of
Kerala-inspired autos created a campaign that reflected the collection itself —
handcrafted, rooted in the Kerala market and designed to be experienced, not
just seen. We plan to bring this same design-led approach to every market where
we operate and plan to enter.
Along with the billboard installation, TBZ also introduced a
five-vehicle custom-wrapped Golden Fleet of autos, decorated with nettipattam
and motifs from the new gold collection. The activation was conceived as a
tribute to Kerala’s cultural texture and helped extend the bridal campaign into
the city’s everyday movement.
Speaking on the execution, Nitin Rastogi, Director –
Strategic Accounts, Integrated Solutions at BuzzOmni, said, we planned this as
an integrated campaign that goes beyond regular advertising. The idea was to
take TBZ’s design-first approach into the city. From the large 3D necklace
billboard to the Golden Fleet, every element was created to attract attention
and reflect Kochi’s cultural identity. The campaign turned a bridal jewellery
launch into a city-wide storytelling experience. At BuzzOmni, we executed TBZ’s
OOH campaign with strong, continuous visibility, helping the brand build recall
and connect meaningfully with consumers.
The campaign reflects how jewellery brands are using outdoor
media not only for visibility, but also for storytelling. By combining a
large-format handcrafted jewellery installation with Kerala-inspired mobility
branding, TBZ has positioned its antique bridal collection through a city-scale
experience rooted in culture, craftsmanship and design.
