Joyalukkas Group has decided to rebrand Joyalukkas Wedding Center to Jolly Silks. The rebranding exercise comes with a renewed mission and marketing strategy for the fashion & silks division of Joyalukkas Group.
“The fashion, textile & silks consumer in Kerala is changing in attitude and tastes. Even though they are deeply entrenched in their traditional roots their aspirations and outlook are modern and contemporary.’, said Joy Alukkas, Chairman & M.D., Joyalukkas Group.
The brand name change comes with many new and exciting plans for the ‘fashion and silks’ business. Bollywood superstar Vidya Balan will be first brand ambassadress for Jolly Silks and the Group has also hired a team of fashion consultants to manage their product line and range. The role of the team will be to closely understand the needs and expectations of consumers across all segments and better their expectations in the product range and variety offered at Jolly Silks.
My wife’s name is Jolly, hence I decided to rebrand Joyalukkas Wedding Center to ‘Jolly Silks’. The idea was to strongly differentiate our ‘fashion and silks’ business from our jewellery chain. The name ‘Jolly’ also is very positive and has a celebratory feel to it. We have also signed up Bollywood superstar Vidya Balan as our first brand ambassadress because we feel she perfectly compliments our new brand positioning of ‘Being Yourself’. Vidya Balan is a woman and actress who is not only beautiful but also bold and sets trends instead of following them.’ added Joy Alukkas.
The rebranding to Jolly Silks will be publicized via a new campaign, which features Vidya Balan and the concept strives to capture her true spirit, beauty and bold attitude to life.
“When the Joyalukkas team took me through the new direction for ‘Jolly Silks’, I felt this brand truly would compliment me and is passionate towards managing the needs and expectations of the south Indian woman. It’s a pleasure to be a part of the Joyalukkas family as a representative of Jolly Silks and I look forward to this association for long time to come’, said Bollywood superstar Vidya Balan.
The new Jolly Silks media campaign will cover all mediums across Kerala and the current showrooms also have been refurbished with new and exciting collections to meet the needs of customers.
Jolly Silks will offer a wide range of sarees for all occasions like Bridal sarees, Wedding Sarees, Party Sarees, Festival Sarees & Casual Sarees. A wide range of choice will be available in each category for shoppers to pick from. The choice will be tailored to meet the fashion and budget expectations of all customers.
In addition to this Jolly Silks will also offer a variety of latest designs and choice in Churidar, Kurtas, Salwar Kameez, Lehengas, formal attire for women plus traditional, formal and casual wear for men and kids.
“We intend to fulfill all the needs and aspirations in fashion and clothing with Jolly Silks. Our objective will be to offer the best mix of quality, choice, designs, value and service at Jolly Silks. We also have plans to set-up one more showroom in Kerala before the end of the year’ concluded Joy Alukkas.