BANGALORE: South India jewellery player C K Krishniah Chetty & Sons (CKC) plans to spend Rs.50 million on its campaign to promote a new gold savings scheme, ‘The Gold Standard 1869 The Rate Protection Plan‘.

Earlier the plan was for CKC‘s exclusive customers only. The tagline of the new savings scheme is Say ‘No to Rising Gold Prices with the CKC Gold Standard 1869 Rate Protection Plan.‘

The company will be using a 360 degree approach to promote the campaign.

"We will be using outdoor, newspapers, magazines, television channels, radio, mailers and the internet for the campaign. We are looking at garnering at least Rs 500 million over the next 6 to 12 months from the scheme this year and a lot more as we expand from our current four stores chain based in Bangalore and Hyderabad to a larger presence across India," said CKC MD C Vinod Hayagriv.

Over the last 11 years since the 142-year-old jeweller launched the scheme for its exclusive customers, CKC has serviced around 15000 clients with an average ticket size of Rs 100,000, revealed Hayagriv.

"Creative work for ads and promotion of our jewellery products is highly specialised. We have an in- house team of people for that function. In the case of video, we hire out outside agencies to create the films for us. Also, we buy and plan media ourselves," said Hayagriv.