Brands have often joined hands with high-profile events or sporting tournaments as part of their marketing endeavours to reach out to their influential client base, like Ganjam’s backing of the glamorous Jaipur Polo. – See more at: https://luxurynext.com/old-website/luxury-leveraging-events.html#sthash.41as3on1.dpuf

Trophies given by Ganjam to the winning team at GJT 2013 –

Building brand loyalty is a large part of the marketing initiatives launched by luxury brands. Part of the loyalty brand building exercise is tying up with luxury events and sports like polo and golf.

Like many of its peers, the iconic jewellery brand, Ganjam, has discovered that joining hands with a high profile luxury event is a good way to reach out to prospective and existing clients. The jewellery brand recently played host to the Ganjam Jaipur Trophy 2013 in the historic Guards Polo Club, Berkshire, London, an event filled with glitz and glamour. The event was organised as a tribute to Her Highness, the late Rajmata Gayatri Devi, who initiated this tournament about four decades ago in the memory of her husband, Sawai Man Singh II, and was a connoisseur of polo.

Mrs. Nick Edyley wearing her Ganjam piece at the event

“Ganjam’s decision to sponsor the Jaipur Cup at the prestigious Guards Polo Club in Berkshire was the result of a recommendation made by our brand consultants in London in 2006,” says Mr Suresh Subrahmanyan, Marketing Head, Ganjam. “The late Maharani Gayatri Devi was alive then, and welcomed Ganjam’s association to expand the scope of this event on an annual basis. The commemorative game, in memory of the Maharani’s husband came to be known as the Ganjam Jaipur Cup.

Since then, the Ganjam Jaipur Cup has been institutionalised as one of most looked forward to events in the summer calendar of the Guards Polo Club. It is always held on the last Saturday of June ever year, and attracts the great and the good from both the British and the Asian communities in Britain.

Mr. Suresh Subramanyam and Lord Ghulam Noon at GJT 2013

“Ganjam has found this premium polo event, held at the most famous polo club in the world (the Duke of Edinburgh is the club’s patron), an ideal occasion to showcase some of its finest jewellery creations to this exclusive audience, which enables the brand to get a feel for how international customers respond to our offerings,” according to a Ganjam representative. “It is also a wonderful social occasion, and the invitees enjoy a balmy afternoon of sun, sport, cocktails, delicious Indian and English snacks and tea. And, of course, plenty of camaraderie. For a luxury brand the connect is subtle, understated, and very relevant.

Mr. Neil Hobday, Chief Executive, Guards Polo Club with
Mr. Charles Palmer Tompkinsan at GJT 2013

In its eight year, the annual event saw the créme de la créme of London society party and aristocrats’ party, network and hobnob over high tea and fine champagne. The events were held at the lush green lawns of Duke’s Ground in Windsor Great Park, of which His Royal Highness Prince Philip, the Duke of Edinburgh, is the President. Polo, as a sport, is high up in roster of luxury sports as it reinforces Britain and India’s rich heritage that dates back to the royalty of the yore.

While, the polo match, the first event of the day, was played between Sifani/ Shakib Polo and Black Eagles, with Lady Annabel Lindsay and Dushyanth Ganjam presiding over the proceedings, House of Ganjam also exhibited its exquisite jewellery at the Club House. The stunning pieces on display were from a range of collections – Gerbera, Ikat, Exotica, Nizam, Le Jardin, Heritage and Riverdance to name a few.

Lady Annabel Lindsay & Mr. Dushyanth Ganjam along with the winning team, Black Eagles

Ganjam also previewed its superlative collection – ‘Song of Sea’ – a white gold collection inspired from the mesmerising beauty of the sea, which is set with radiant diamonds, iridescent blue sapphires and the rarest of rare tanzanite. The hand-crafted collection is “reminiscent of the fluid form of water, the beauty of resounding waves in the ocean and the vivid variants of the colour blue,” says Ganjam release.

The jewellery brand, whose magnificent collection is painstakingly crafted by karigaars or artisans with unmatched skills, has won accolades on several international forums.