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This research examines PC Chandra Jewellers’ unique ethno-marketing strategies through the analysis of their festival-oriented advertising in India. By reviewing three print advertisements Maha Shivaratri, Onam, and Durg Ashtami, the researchers analyse the transformation of religious and cultural symbols into commercial artifacts through visual methodology and semiotic analysis. Our findings elucidate intricate ethno-marketing strategies such as tokenism, surface-level interpretation, and selective inclusion used in marketing to attract customers. The study also reveals the delicate balance between commercial goals and cultural authenticity in ethnic-marketing. This research has significant implications in marketing navigating the intersection of cultural sensitivity and commercial interest in multicultural markets.

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Ethno-marketing in PC Chandra’s “Golden Weapons of Durga”, “Onam” and “Maha Shivaratri” Jewellery Advertising Campaigns—A Qualitative Content Analysis

  • 章节

  • 发表日期：

    2025年

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  • Aby Augustine,
  • A. V. Gopakumar,
  • P. A. Varghese,
  • K. K. Jagadeesh,
  • T. Renjini

摘要

This research examines PC Chandra Jewellers’ unique ethno-marketing strategies through the analysis of their festival-oriented advertising in India. By reviewing three print advertisements Maha Shivaratri, Onam, and Durg Ashtami, the researchers analyse the transformation of religious and cultural symbols into commercial artifacts through visual methodology and semiotic analysis. Our findings elucidate intricate ethno-marketing strategies such as tokenism, surface-level interpretation, and selective inclusion used in marketing to attract customers. The study also reveals the delicate balance between commercial goals and cultural authenticity in ethnic-marketing. This research has significant implications in marketing navigating the intersection of cultural sensitivity and commercial interest in multicultural markets.