Kochi: Tribhovandas Bhimji Zaveri (TBZ) has unveiled an innovative outdoor marketing campaign featuring a 22-foot handcrafted 3D necklace installation on a billboard in Kochi. The campaign aims to showcase its antique bridal collection on a broader scale, following the re-launch of its exclusive store in the major city of Kerala.
At a time when many competitors are experimenting and strengthening their digital presence, TBZ has consciously chosen traditional out-of-home advertising to showcase its design language at a larger scale. The 22-foot necklace installation places the campaign among one of the largest physical jewellery installations on out-of-home media in India.
TBZ emphasised that the advertising campaign is a tribute to its heritage craftsmanship and skilled sculpture artists, echoing the intricacy and legacy of traditional jewellery-making. The campaign has been extended across Kochi to create strong visibility for the brand.
Commenting on the campaign, Kapil Budukh, Head of Marketing, TBZ, said, at TBZ, design is central to both our jewellery and our marketing. The Kochi campaign reflects this belief. Just as every jewellery piece we create is unique, the way we present it to customers should also be unique. The 22-foot necklace on Kochi’s skyline and the Golden Fleet of Kerala-inspired autos created a campaign that reflected the collection itself — handcrafted, rooted in the Kerala market and designed to be experienced, not just seen. We plan to bring this same design-led approach to every market where we operate and plan to enter.
Along with the billboard installation, TBZ also introduced a five-vehicle custom-wrapped Golden Fleet of autos, decorated with nettipattam and motifs from the new gold collection. The activation was conceived as a tribute to Kerala’s cultural texture and helped extend the bridal campaign into the city’s everyday movement.
Speaking on the execution, Nitin Rastogi, Director – Strategic Accounts, Integrated Solutions at BuzzOmni, said, we planned this as an integrated campaign that goes beyond regular advertising. The idea was to take TBZ’s design-first approach into the city. From the large 3D necklace billboard to the Golden Fleet, every element was created to attract attention and reflect Kochi’s cultural identity. The campaign turned a bridal jewellery launch into a city-wide storytelling experience. At BuzzOmni, we executed TBZ’s OOH campaign with strong, continuous visibility, helping the brand build recall and connect meaningfully with consumers.
The campaign reflects how jewellery brands are using outdoor media not only for visibility, but also for storytelling. By combining a large-format handcrafted jewellery installation with Kerala-inspired mobility branding, TBZ has positioned its antique bridal collection through a city-scale experience rooted in culture, craftsmanship and design.
