Jewellery Advertising in 2024: Trends, Insights, and Regional Dominance

We all love jewelry, where aesthetics and legacy converge, and advertising plays a pivotal role in shaping consumer preferences and driving brand loyalty. For the jewellery sector advertising is more than just a promotional tool, it's about storytelling through which a brand builds an emotional connection with its customers.

The Growing Importance of Advertising in the Jewellery Sector

As customer expectations shift, there is an increasing demand for jewellery that represents individuality, status, and style. Here, advertising bridges the gap between customer expectations and brand offerings. With marketplaces spanning countries and demographics, brands harness various channels to draw attention and stand out from the crowd. Effective advertising raises brand awareness and influences purchasing behavior, particularly during high-stakes seasons like festivals, weddings, and worldwide events such as the IP.

Key Advertising Trends in Jewellery

The jewellery sector has seen many shifts in advertising strategies and media spending in the last three years. Here is all you need to know to stay ahead of your competitors and build a unique advertising strategy.

Surge in Ad Spends Across Media

The jewellery industry continues investing heavily in the diversification of media platforms to reach their audience properly. Print remained on top, with a market share of almost 80% of ad spends in 2024. Its roots lie in its ability to resonate with traditional buyers, especially when it comes to regional markets. On the other hand, digital advertising has gained much momentum; it increased by 15% in 2023. Facebook and YouTube have spearheaded this revolution in digital marketing, with 87% of digital ad volumes in 2024 being visual display ads.

Television is still one of the essential channels, wherein GECs have managed to garner 45% of ad spends in 2024. The prime-time slot was used as much as possible to maximize reach and impact. Radio has carved out its space, especially in regional markets. The South zone accounted for 36% of radio ad spends, with big stations like Radio Mirchi and Red FM leading the way. Digital display ads have become the form everyone mostly uses to reach out to the younger demographics, showing how well visual storytelling works.

Targeted Campaigns and Seasonal Peaks

Jewellery businesses have skillfully linked their advertising with major events and seasonal demand. Major events, like as the IPL and cultural festivals, provided unmatched opportunities for visibility. Seasonal peaks in March-June for weddings and September-November for festivities such as Diwali guaranteed that companies captured a large customer demand. This event-driven advertising strategy has shown to be effective in increasing engagement and revenue.

Ad Spend Growth Across Media

Advertising spend is shifting and reflecting new consumption patterns. Growth summary across the media:

Television

35% increase in 2023; it did take a minor dip of 3% in 2024 when advertisers started seeking more affordable options.

Print

Continued to grow at a steady 25% in 2024 from 2022, showing it was still an essential advertising tool for the traditional market.

Radio

Ad spends jumped 30% in 2023 and an impressive 82% in 2024, as it was cheap and accessible at the regional level.

Digital

A 15% growth in 2023 reflected the increasing importance of digital platforms in the media mix.

Cross-Media Preferences

Brands are adopting a cross-media strategy to increase their reach and engagement. Here is a brief overview:

Print: Print media remains the preferred choice for traditional purchasers, particularly in regional markets, with prominent journals such as Eenadu and Dainik Bhaskar playing significant roles.

Television: Television continues to be crucial for reaching a large audience, especially during prime time.

Radio: Radio excels in regional outreach, especially in the South zone, through customized campaigns.

Digital: Digital channels, such as Facebook and YouTube, offer precise targeting to engage tech-savvy younger people.

Seasonal and Regional Insights

Seasonal advertising trends show a surge in activity during wedding and festive seasons, with March to June and September to November identified as key periods. Regional preferences reveal that the North zone favors print and radio advertising, while the South zone is particularly strong in radio campaigns, often timed around festivals like Onam and Pongal. In the West zone, cities such as Mumbai and Ahmedabad see heightened campaign activity during Ganesh Chaturthi, while the East zone stands out with culturally vibrant campaigns during Durga Puja.

Media-Wise Analysis: Spotlight on Key Channels

Television advertising was dominated by the top brands such as Kalyan Jewellers and Malabar Group with maximum usage through prime-time slots on Sun TV and Sony Entertainment TV, whereas print media remained sound with regional dominance, where Titan Company and Malabar Group were heavy advertisers. Radio made a comeback through its affordability and reach: campaigns ran on popular stations like Radio Mirchi and Red FM. Digital platforms such as Facebook and YouTube spearheaded precision-targeted campaigns, supported by visually compelling content.

The Role of Events and Celebrity Endorsements

Cultural festivals such as Diwali, Onam, and Akshaya Tritiya acted as the center for the campaigns. As per consumer sentiments, sports events such as IPL created unparalleled visibility, while celebrity endorsement by icons such as Alia Bhatt and Amitabh Bachchan has amplified trust and aspiration among the audience.

The future of jewellery advertising in the years to come lies in digital transformation and cross-media integration. Personalized messages are necessary while using high-quality visuals as vehicles for telling the story. Predictions for 2025 include a surging of hyper-targeted campaigns driven by AI and data analytics and smooth cross-media strategies to ensure maximum reach and engagement.

As the jewellery market continues to transform, advertising campaigns must adapt to changes in consumer behavior and media consumption. Embracing innovation across various platforms is crucial to connect with consumers seeking personalized and visually captivating content to build trust, drive engagement, and stay ahead of the competition.

Reach out to Excellent Publicity a leading advertising agency to get an analysis of such brands and industry insights.