In-film promotion and tying up with production houses seem to be the latest mantra.
After Tanishq's tie-up with Amol Palekar's 'Paheli', yet another jewellery brand D'damas, from the Rs 2,000 crore (Rs 20 billion) Gitanjali group, has inked a deal with Rakesh Roshan's forthcoming film 'Krish'.
"We will design a futuristic range of jewellery for 'Krish', a sequel to 'Koi Mil Gaya', which will be released next year.
The range will be designed to convey the message of the film," says Mehul Choksi, chairman, Gitanjali group.
De Beers (that owns Nakshatra, Sangini, Asmi and Arisia) too has collaborated with soon-to-be released Tamil film, 'Priyasakhi' for its brand Sangini.
"The genre and feel of the film are a perfect fit for our brand. Positioned as the ultimate gift for the special one in a relationship, the brand is targeted at married couples," says Cherie Tandon Saldanha, marketing director, Diamond Trading Corporation, India (the marketing wing of De Beers).
Earlier this year, Tanishq, the jewellery brand of Titan Industries Ltd, also tied up with singer Shubha Mudgal to launch Colours - a range of jadau jewellery.
However, the idea of the 'Paheli' collection "appealed to us as the film had a period set up and story gave us an opportunity to design jewellery true to the Rajasthani culture of the 18th Century. We designed kundan and meenakari jewellery for the film," says Harman Dhillon, brand manager, Tanishq.
But do such marketing tie-ups help? Tanishq executives think so. The 73 Tanishq boutiques in 54 cities across the country have recorded a sales turnover of Rs 535.01 crore (Rs 5. 35 billion) for the financial year 2004-2005.
"Our results indicate that our national campaigns and associations undertaken during the last fiscal have led to an overall sales growth of 36 per cent," claims Dhillon.
Jewellery company executives feel that the marketing tie-ups generate interest among customers leading to higher walk-ins and subsequent sales.
For the festival season, however, the companies are busy planning new ranges. D'damas will launch Gold Expressions comprising 69 Italian designs while Tanishq is gearing up to roll out the heritage collection.
"It will take forward our attempt to bring traditional works from different parts of the country and give them a contemporary style to appeal to the progressive Indian woman," says Dhillon.
DTC, on the other hand, has signed on Kajol for its brand Asmi. "Asmi is targeted at the modern Indian woman defined by her inner shakti (strength). Kajol we felt was a good fit," says Saldanha.