Excellent Publicity, one of India’s leading ad tech agencies, in its recent report has revealed a notable shift in the dynamic advertising landscape of the jewellery sector wherein the print medium accounted for over 73% of ad spends as against Digital and radio which combinedly accounted for only 10% of the adspends by jewellery brands between January and December 2024.
The data was sourced from the 1,50,000+ delivered media campaigns executed by Excellent Publicity and requisite data provided by TAM Media Research.
The report also sheds light on television’s role as a key media instrument for jewellery brands, with General Entertainment Channels (GECs) accounting for 45% of the total advertising expenditure. News and Sports channels followed with 36% and 9%, respectively.
Amongst these jewellery ads, a majority of the campaigns executed prominently featured celebrity endorsements, like Kalyan Jewellers leveraging the star power of Bollywood icons- Janhvi Kapoor and Alia Bhatt to become the top advertiser on television, contributing 20% of the total jewellery ad spend in 2024.
That said, while television continued to captivate a broad audience, print media remains dominant, commanding 73% of the total advertising spending during 2024. In fact, Titan Company led print advertising with an 11% share, followed by Malabar Group and Kalyan Jewellers at 8% and 7%, respectively, and the Regional publications, particularly in South India, accounted for 28% of Print ad investments where Eenadu topped the list followed by Times of India.
Additionally, in comparison to 2023, around 1700+ sponsors were present solely in 2024.
In terms of Digital advertising which witnessed remarkable growth, reflecting shifts in consumer behaviour, Display ads dominated with an 87% share of ad volume on digital platforms, while video content accounted for 13%. Here, Facebook emerged as the top digital advertising platform, commanding 75% of Digital ad spend, followed by YouTube at 11%.
Like Kalyan Jewellers in the TV domain, August Jewellery emerged the leading digital advertiser, contributing 34% of the sector’s digital spend.
Regarding demographics, the report highlighted that South India contributed to 28% of the overall national ad spend, followed closely by the North zone at 30%. Here, southern publications (like Eenadu and The Times of India), alongside Radio Mirchi, were key for brands aiming to connect with their target audiences.
As the wedding season approaches, expected to boost consumer demand, jewellery brands will continue strategically using traditional and digital platforms to engage audiences and capture their attention effectively.
Sharing his insights on the findings, Vaishal Dalal, Co-founder and Director, Excellent Publicity, commented, “Television, radio, and print media have always been reliable mediums for the jewellery industry’s advertising. However, the technological revolution has brought about a remarkable change in people’s content-viewing habits. This behavioural change has opened up new avenues of online advertising formats for brands to connect with their audiences. The jewellery sector is no exception, embracing digital media to stay relevant and engage with its target consumers. With the endless possibilities digital offers, the future holds immense potential for growth and innovation in this space. It’ll be interesting to see how jewellery brands leverage different platforms in the future to get an edge in the market.”
