CJ Case Study

Branding | ATL/BTL Campaign | Digital Media


Chheda Jewellers is a jewellery store that opened business around 25 years ago, in 1998, at Vile Parle east with loads of optimism. Chheda Jewellers is a value-based and grounded-in-tradition store which attained steady growth through its patrons belonging to its own community.

Reinvent Chheda Jewellers and place it among the city’s most chosen brands for traditional as well as contemporary wedding jewellery.

Rejuvenate the old trust & confidence with certified jewellery & transparency. Expand the customer base; target the HNW Gujarati, Marathi & Other communities from the area and beyond.

Using digital platforms to connect and interact with new-age, digital generation. 

The CJ woman is graceful and bold. She desires accessories that match her aspirations & brighten her aura.

Previous Logo

New Identity
We are in awe of the new brand identity and how the brand is moving forward post the upheaval. A welcome change indeed. I thank the Ambest creative team.
Mr. Parag Chheda
Owner, Chheda Jewellers

This is how CJ communicated to a larger audience IRL. We targeted various communities and demography to come out of image of a community brand and widen our customer base; strategic hoardings and ads in local language, as well as sponsoring of various community events.

Large banners were hoisted announcing CJ’s Bridal Jewellery were placed at strategic locations across Vile Parle and across north-west Mumbai.

To showcase a larger than life jewellery collection in all its glory, we needed a larger than life stage. The answer was CJ’s first ever movie theatre ad series. Seeing the magnanimous jewellery pieces with all their intricate details on a large screen created an unforgettable memory in TG’s mind. 


Presence in community newspapers as well as English dailies reaching a much larger audience and different segments.


The website proved to be a seamless extension of brand CJ. A new way to interact, gain insights and be updated of your favourite collections. Entire website overhaul with jewellery showcases to customer testimonials and from ease of use to jewellery buying tips & blogs was the next logical step.

We targeted various demography to come out of the set image and widen our customer base, for that shoots with female models were recommended. The tastefully done images further enhanced overall brand perception.

Using digital platforms to connect and interact with a new-age, digital generation. Leveraging the reach of Facebook and Instagram, two of the world’s biggest social media platforms, to create sustained communication avenues for the target group.


· Increased footfalls from the community members

· New found awareness among a younger demographic

· Increased confidence in the brand (beyond community)

· Significant increase in footfalls, sales & revenue

· A new perception of being new-age bridal jewellers

· Renewed interest in a local jeweller for occasion jewellery

copyright ©  2019. Ambest Brand Communication Agency

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