TBZ – The Original, India's oldest jewellery brand founded in 1864, launched its latest bridal gold jewellery collection in Kochi.

To announce the relaunch of its Kochi store on MG Road and introduce its antique jewellery collection to the market, Tribhovandas Bhimji Zaveri (TBZ) has unveiled a landmark outdoor campaign, featuring a 22-foot handcrafted 3D necklace installation on a billboard, among the largest physical necklace installations on out-of-home (OOH) media in India.

Designed as a tribute to heritage craftsmanship, the entire necklace was meticulously handcrafted by skilled sculpture artists, echoing the intricacy and legacy of traditional jewellery-making. The installation extends beyond the billboard frame, transforming it into a larger-than-life visual that commands attention across one of Kochi’s busiest corridors.

At a time when the industry is rapidly shifting toward digital out-of-home (DOOH), TBZ’s campaign consciously celebrates the enduring impact of traditional OOH, amplified through bold, physical innovation. By combining scale with artisanal detailing, the brand brings its antique jewellery philosophy into a public, experiential format.

“At TBZ, design sits at the heart of how we think about both the product and the marketing. The Kochi campaign was an extension of that belief, if every piece of jewellery we make is designed to be one of a kind, the way we announce it should be too. A 22-foot necklace on the Kochi’s skyline and a Golden Fleet of Kerala's own creators arriving together at our store gave us a campaign that mirrored the collection itself: handcrafted, specific to Kerala market, and designed to be experienced rather than merely seen. We intend to carry this same design-led thinking to every market we are in, and every one we enter next.”

— Kapil Budukh, Head of Marketing, TBZ – The Original

Along with that a 5 custom-wrapped Golden Fleet (autos) decorated with nettipattam & motifs from the new gold collection, were conceived as a tribute to Kerala's cultural texture. Flagged off from MG Road at 11:00 AM on 18 April, the auto cavalcade carried prominent lifestyle content creators, together reaching a combined audience of over 3.4 million, in a synchronised arrival at the TBZ store .

“We approached this as an integrated campaign that goes beyond traditional media, taking TBZ’s design-first philosophy into the city. From the biggest 3D necklace installation on a billboard to the synchronised Golden Fleet, every touchpoint was designed to spark discovery while reflecting Kochi’s cultural fabric, shifting bridal launches from retail moments to immersive, city-scale storytelling. We at BuzzOmni executed TBZ’s OOH presence through a high-impact, always-on visibility strategy that drove strong brand recall and meaningful consumer engagement."

— Nitin Rastogi, Director - Strategic Accounts, Integrated Solutions at BuzzOmni.

Courtesy : Adgully