PC Jewellers has roped in bollywood star Akshay Kumar and his wife Twinkle Khanna as its brand ambassador to support expansion plans and will invest about Rs 100 crore this fiscal on marketing and advertisement. The national capital-based PC Jeweller currently has 85 retail stores across the country and plans to add 20 more by March this fiscal. “We have signed famous bollywood star couple Akshay Kumar and Twinkle Khanna as our brand ambassador,” P C Jewellers Managing Director Balram Garg told PTI. He said the star couple has been appointed as brand ambassador for one year but did not share any financial detail.
“We will next week launch new advertisement that has been directed by director Balki,” Garg said. On the company’s marketing budget, he said around Rs 100 crore has been earmarked for the current fiscal. “We generally spent two per cent of our domestic turnover, which was Rs 5,500 crore in 2016-17”. Explaining rationale behind signing Akshay and Twinkle, Garg said that much of its marketing and advertising were concentrated on smaller cities during last few years but now the company has decided to go for national branding. “Therefore, we decided to have the brand ambassador who has national presence and consumer trust,” he added. PC Jewellers had posted a consolidated net profit of Rs 421.01 crore and its turnover was Rs 8,576.8 crore in 2016-17 fiscal.