BANGALORE: Jewellery brand Joyalukkas‘ will be spending over Rs 500 million towards advertisements across major mediums like television, print, outdoor and radio this fiscal, revealed an industry source.

Giving the breakup of the spends, the source said that the brand has already spent around Rs 200 million towards TVCs in the four southern states. Spends until January on other mediums include about Rs 50 million towards radio, about Rs 90-100 million towards outdoor and about Rs 150-160 million towards print

"With two more months left for this fiscal, and with Valentine’s Day around the corner, the ad spend figure is sure to cross Rs 500 million,” the source said.

In India, Joyalukkas‘ has eight stores in Kerala, nine in Tamil Nadu, two in Andhra and one in Karnataka.

Joyalukkas‘ has been beaming event based ads on television as well as radio. Some of its outdoor communication and print ads have also been event based.

The brand has been advertising on the Sun TV in Tamil Nadu where its ad spends are in the range Rs 20 million. It has also advertised on KTV, Sun Music Kalaignar TV and Isai Aruvi TV.

In Kerala, it has beamed TVCs on Asianet, Kairali, Surya and Kiran. In Andhra Pradesh, it was the anchor sponsor for a soap ‘Lady Boss’ on Maa TV and has taken spots on Gemini TV. In Karnataka where it has a single flagship store on M G Road, Joyalukkas‘ ads have been appearing on Udaya TV, Udaya Movies, U2 and Suvarna TV.

Forevermark, the diamond brand from the De Beers group of companies, announced a partnership with Joyalukkas‘ in Bangalore.

Creative duties for the brand are handled by Dubai-based Sutra Communications while media buying is handled by Kerala-based Valappila Communications.