#16YearsOfGratitude: Reliance Jewels asks people to share their unique way of saying ‘thank you’

The online contest, promoted on Instagram with the same hashtag, is part of the ‘Aabhar’ campaign through which the brand expresses gratitude to its customers on each anniversary

Every year, Reliance Jewels celebrates its anniversary with a campaign called ‘Aabhar’, seeking to thank the brand’s customers for their support. The idea of expressing gratitude is at the heart of the campaign, which is why it is called ‘Aabhar’, meaning gratitude in Hindi and Marathi.

This year, the brand is celebrating its 16^th  year in the jewellery industry, and launched the #16YearsOfGratitude contest, as part of the larger Aabhar campaign. The online contest, promoted on Instagram with the same hashtag, was open to the brand’s customers as well as the general audience. It urged participants to share their unique way of saying ‘thank you’.

Says Sunil Nayak, CEO, Reliance Jewels, “Aabhar is a legacy campaign that we have been running for many years now. The brand celebrates 16 years of existence this year, hence #16YearsOfGratitude. Considering the main thought behind Aabhar and tapping into the insight that every person has his or her own way of expressing gratitude, we designed the contest asking users to share their unique way of saying ‘thank you’. The objective was to engage with customers and users online, with a thought that ties back to the larger Aabhar campaign. We are more thankful than ever for customers who have now become a part of our family.”

The contest, which began on August 11 and ended last week, received more than 200 entries online. For it, participants were also encouraged to share a video or a picture of them showing their act of gratitude. Names of winners will be announced soon, and three top winners will be given vouchers worth Rs 5,000 each. While the contest was an online activity, other engaging activities for the Aabhar campaign took place across the brand’s showrooms.

“Such contests help us engage with customers. They definitely have a positive impact on our organic reach and engagement rates,” says Nayak, commenting on the impact of the contest.

Meanwhile, Reliance Jewels has many campaigns and collections planned for the upcoming festive season, which starts with Rakshabandhan. “In addition to exciting contests and engagement activities, we have exclusive festive jewellery lines, perfectly curated for Rakshabandhan, Janmashtami, Ganesh Chaturthi and Daughters’ Day. Our designs blend traditional craftsmanship with contemporary aesthetics, capturing the essence of each celebration,” Nayak elaborates.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive