In an increasingly competitive retail environment, Indian jewellery brands are actively leveraging out-of-home (OOH) advertising to expand their market presence and strengthen brand visibility in Singapore. With its multicultural population, high consumer spending, and strong retail infrastructure, Singapore presents a compelling opportunity for heritage-led jewellery brands looking to scale beyond their home markets.
For jewellery brands like Tanishq and Bhima Jewellers, Deepavali isn’t just a festive period — it’s peak shopping season. Jewellery purchases play a central role in Indian cultural celebrations, symbolizing prosperity, tradition, and family bonds. These brands partnered with The Perfect Media (TPM) to execute a strategic OOH campaign that placed them in the heart of Singapore’s festive shopping districts: Centrium Square and the 8 Malls Network in Little India.
High-Impact Placements at Centrium Square and 8 Malls Network
Tanishq’s Commanding Presence at Centrium Square
Situated at the busy intersection of Serangoon Road and Kitchener Road, Centrium Square is one of the most sought-after OOH locations in Little India. Its towering façade and constant foot and vehicle traffic make it a natural focal point for commuters heading to popular landmarks like Mustafa Centre and City Square Mall.
Why This Location Works for Tanishq
High Visibility: The static billboard dominates the building’s central façade, ensuring uninterrupted exposure to thousands of passersby daily.
Cultural Relevance: Surrounded by Indian eateries, sari boutiques, and temples, the site resonates deeply with Tanishq’s core audience — the Indian diaspora seeking fine jewellery for festive gifting.
Luxury Positioning: Centrium Square’s modern architecture complements Tanishq’s premium brand image, allowing their campaign visuals to shine amidst the vibrant cultural backdrop of Little India.
The consistent brand presence throughout this high-traffic zone contributed significantly to brand recall during an important consumer planning period.
Bhima Jewellers’ Multi-Site LED Strategy at the 8 Malls Network
While Tanishq concentrated on a single iconic site, Bhima Jewellers adopted a broader approach with TPM’s 8 Malls LED Network, covering multiple high-traffic retail clusters in Little India. This network spans key locations like Tekka Place, The Verge, and surrounding malls, offering continuous exposure across diverse shopper touchpoints.
Driving Pre-Event Buzz for SIJE 2025
Bhima’s OOH campaign had a dual purpose: celebrate Deepavali and build anticipation for their showcase at the Singapore International Jewellery Expo (SIJE) 2025 at Marina Bay Sands. By launching the campaign weeks before the event, Bhima achieved:
Consistent Messaging: LED screens displayed event details — dates, booth numbers, and brand highlights — across multiple locations, ensuring audiences were well-informed.
High Frequency Reach: The repetition of visuals across different malls created strong brand reinforcement, crucial for event attendance.
Immediate Action: Proximity to jewellery stores and cultural hubs encouraged potential customers to visit Bhima outlets and plan their SIJE attendance simultaneously.
This multi-site strategy ensured Bhima Jewellers reached festival shoppers repeatedly — turning casual exposure into actionable interest.
The Power of OOH for Jewellery Brands During Festive Seasons
Festive periods like Deepavali are when OOH advertising truly shines. Unlike digital ads that can be skipped or print ads that may go unnoticed, billboards and LED screens become part of the festive streetscape, seamlessly blending with cultural décor and celebrations. Here’s why jewellery brands benefit most:
1. Unmatched Cultural Resonance
Jewellery holds deep symbolic value during Deepavali — it’s considered auspicious to purchase gold or precious stones during the festival. OOH ads placed in Little India tap directly into this sentiment, reminding consumers of tradition while showcasing modern designs.
2. 24/7 Brand Visibility
Unlike time-bound media, static and digital OOH formats deliver continuous exposure. For weeks leading up to Deepavali, shoppers encounter Tanishq and Bhima’s visuals daily — whether they’re commuting, dining, or shopping for festive outfits.
3. Proximity to Purchase
Both Centrium Square and the 8 Malls Network sit within walking distance of jewellery showrooms, sari stores, and cultural landmarks. This path-to-purchase advantage means OOH ads can directly influence store visits, especially for impulse festive buys.
4. Complementing Digital Campaigns
OOH’s scale pairs well with digital retargeting. A passerby who sees Tanishq’s billboard is more likely to engage with their ads on social media or Google later — creating an OOH + online synergy that amplifies overall campaign effectiveness.
Looking Ahead — Deepavali as a Strategic Branding Opportunity
As Singapore approaches the upcoming Deepavali season, consumer activity in key shopping districts such as Little India will significantly intensify. While the campaigns discussed here were not timed to coincide directly with the festival, they illustrate the advantages of building visibility in advance of major retail periods.
Deepavali presents a heightened moment of relevance for jewellery brands — both culturally and commercially. Consumers are more receptive, purchasing intent increases, and the streets themselves become part of a vibrant, celebratory backdrop. For brands planning to engage this opportunity, early-stage OOH activation allows for brand familiarity to take hold before the seasonal competition escalates.
Let Your Brand Shine This Festive Season
From Tanishq’s iconic static display at Centrium Square to Bhima Jewellers’ expansive LED coverage across the 8 Malls Network, these campaigns demonstrate how strategic OOH advertising can elevate brand visibility and cultural relevance in a competitive market. By meeting audiences where they shop, celebrate, and connect, brands can achieve unmissable visibility during peak shopping moments like Deepavali.
Is your brand ready to light up Singapore’s festive streetscape?
Explore The Perfect Media’s premium OOH network and discover how we can help craft your next standout campaign. Visit our Insights page to see more success stories and start planning your festive strategy today.
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