Innovative campaigns and contests make Valentine’s Day 2022 interesting for the market

This Valentine’s Day, retailers went full throttle with their inventory and marketing might. Largely because of the recovery from the pandemic and positive buyer sentiment, brands from across the country experimented with the scope of love and design intricacy to offer refreshing ranges.

Collection launches are expected, and Tanishq explored the broad spectrum of consumer behaviour through their #GiftofChoice range. The brand has picked classic diamond rings and earrings for ‘the classy one’, elegant diamond studs for ‘the minimalist’, cocktail rings with diamonds and colour stones for the ‘trendsetter’, heirloom designs for the ‘traditionalist’ and stand-out heart-shaped designs for the ‘fun-loving and outgoing’ personalities respectively. As Tanishq showed how to touch upon every customer type through this process, a targeted campaign for Narayan Jewellers’ Amora collection brought out scintillating designs in diamonds, gold and colour stones for both men and women.

Fuelling the demand for diamond jewellery, PN Gadgil and Sons offered a 100% exemption on diamond jewellery making charges across its 29 showrooms till February 14. In 14ct and 18ct, the jeweller is providing a range of finger rings, earrings, pendants, pendant sets and bracelets for the occasion. “The desire to own diamond jewellery has been growing since 2-3 years. The youth and working people are driving this trend. To make diamond jewellery attractive on price point, we are offering a lucrative range starting from Rs 10,000,” said PNG Sons Marketing head and CFO Aditya Modak.

Some delightful campaigns were released by different brands such as CaratLane, Reliance Jewels, Om Jewellers and B.C. Sen Jewellers. Om Jewellers ran a slew of Instagram campaigns asking followers to share in multiple contests to win a Rs 3000 voucher at Yauatcha, Mumbai. Participants had to find the highest number of words related to Valentine’s Day from a puzzle, share the craziest picture of themselves and their Valentines, share a movie character resembling the participants’ Valentine, and even express a Valentine partner with emojis only.

CaratLane went all lovey-dovey with Instagram reels on usual couples and not-so-usual pair-ups across generations. One of their reels showcased how a man surprised his girlfriend after an idle proposal of Valentine’s Day dinner date at home, as he is cooking. While the lady wants something more special, he casually texts her back, asking her to look for a surprise behind her pillow, which is a Caratlane piece of jewellery. The brand also shared a reel in which a son decides to pamper his mother with a Valentine’s dinner date, with marshmallows and all the wonderful cuteness overloaded.

Reliance Jewels released their Growing in Love campaign, highlighting the power of love that helps sail through all highs and lows in a relationship. Featuring actor-couple Suyyash Rai and Kishwer Merchant, the brand released a video on February 4, in which Suyyash proposes Kishwer on the occasion, asking her to grow in love with him with the Floreo collection. Continuing the message is the brand’s call-to-action contest, asking participants to recreate this proposal to grow in love and share a video/picture of that moment in the comments section of this post before February 12. The winner would bag a luxurious dinner date on Valentine’s Day. The video has received over 3K views since then and over 20 entries.

B.C. Sen triumphed the notion of self-love by releasing a tri-lingual song by singer Susmita Chatterjee. Named ‘My First to Myself’, the song encourages every step one has taken to appreciate oneself and be better through self-love. Released two days before, the song has gained a massive viewership of over 28K views on Instagram.

There is a gush of energy flowing across the industry and Valentine’s Day campaigns are a fitting testimonial for the rejuvenated approach to life that the Indian gem and jewellery market is feeling.

Written by Shubham Dasgupta

RJ Exclusive