Rokde Jewellers’ ‘Real Jewels of Nagpur’ campaign shares life journeys of 12 women achievers 

The campaign and its promotion involved a video podcast where six of the women spoke in detail about their journey, challenges and what drove them ahead 

Nagpur: In recognition of its societal responsibilities, Rokde Jewellers launched its Real Jewels of Nagpur initiative, selecting 12 women from across the country to be the faces of the campaign. According to the brand, these women have made significant achievements and contributions to society that deserve greater recognition and praise. In its first season, the campaign has researched 12 such women whose life stories need to be heard by more people.  

The campaign, which commenced in June 2024 and is slated to continue for the next few months, kicked off with a felicitation programme at the brand’s flagship store in the city, where local media provided the first level of exposure to the campaign. To further promote the initiative, the brand used billboard advertisements. Rokde mentioned that an elaborate photoshoot was organized to feature the achievers on these hoardings, along with a brief list of their accomplishments explaining their involvement in the campaign. This combination of media exposure and visual promotion aimed to effectively highlight the campaign and the achievers involved. 

“One of the ladies is devoted to the cause of making Nagpur a greener city, while another is a sportsperson who represented India and won a gold medal in Yoga. Not many people know about them, and we are trying to put the spotlight on them and their stories,” said Paras Rokde, Director, Rokde Jewellers, Nagpur.

The campaign also served as an online and offline promotional exercise for the brand and its products, as the women photographed for the hoardings wore some exquisite jewellery designed by the brand.

Another important part of the campaign and its promotion was a podcast where six of the women spoke in detail about their journey, challenges and what drove them ahead.

With this audio-visual format, which will be promoted on YouTube, the brand is looking at multiple options to ensure that the campaign gets the much-deserved attention. Rokde explained, “We are collaborating with MyFM India for a radio show featuring the Real Jewels of Nagpur. This is in a video format and the interviews will be shared by a popular RJ of MyFM on his Instagram handle too, allowing us to cross-promote through multiple channels.” 

The brand claimed that the online promotions are for the pan-India audience, while the billboard advertising and offline promotions are for Nagpur and the adjoining cities of Amravati, Chandrapur, Bhandara, Vardha where about 3-5% of their customers come from and the potential for further growth is present. “We are coming up with stores in these cities as well, so we are still continuously promoting our brand for the last 2-3 years,” he commented. “We have opened two new stores on the outskirts of Nagpur in Hingna and Koradi, which are helping customers in small villages.” 

The jeweller said that the success of its previous campaigns gave the brand the confidence to ideate its latest one. He prides itself on its branding and marketing activities and claims that its Happy Customer Campaign is proof of that. This campaign features the brand’s customers on its hoardings and in its fifth season, Rokde Jewellers is inviting couples from their customer base for a photoshoot.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive