INDORE: ‘Chaand sa Roshan Chehra’, the patented campaign by DP Jewellers, Indore, made a comeback with greater pomp and splendour. The two-day event was held at Hotel Marriot, Indore on October 23 and 24, graced by the top chosen participants of an online contest.
The contest, named Jewelfie, started in the first week of October on social media, wherein the brand asked participants to upload a picture of themselves in traditional attire, wearing their favourite jewellery. Participants were to tag the brand to the post, like and follow the social media handle of DP Jewellers and tag two friends in the comments section of their original post. All of this was part of the first round.
Chosen entries from the first round were invited to the two-day grand Karvachauth event at Hotel Marriot, Indore. Talking about the response this year, Vikas Kataria, Chairman and MD, DP Abhushan Limited, said, “Season three had both online and offline rounds and we have received entries from across India and abroad this time.”
The event was carefully planned with fun-filled activities and limitless photo opportunities for every participant at the hotel. This gave the brand a chance to interact with prospects in person and showcase the trendies of jewellery across verticals.
“The event doesn’t focus on direct conversion, but rather an expansion of the prospective customer base. Since the last year, we were able to target different communities of Indore separately to attend this event and celebrate the auspicious occasion of Karvachauth,” said Kataria. This time, the brand successfully targeted the Sindhi, Punjabi, Maharashtrian and South Indian communities of Indore.
Abiding by Covid safety norms and social distancing guidelines, the brand allowed entry to a select number of participants who enjoyed the event alongside staff members of DP Jewellers. The brand got to opportunity to introduce itself to new clients. “This helps in conversion post-event and we are expecting a decent level of conversion from these clients ahead of Diwali,” concluded Kataria.
Written by Shubham Dasgupta
RJ Exclusive
