BK Saraf Jewellers revives wedding nostalgia through ‘Atkheliyan’ campaign  

The creative marketing initiative inspired by childhood wedding role-play reached millions across social media platforms, celebrating the rich traditions of Indian weddings

Lucknow: Ceremonies and rituals are deeply ingrained in the fabric of Indian weddings, symbolising love, unity and cultural heritage. to celebrate and sustain this cherished tradition, BK Saraf Jewellers introduced their ‘Atkheliyan’ campaign, timed perfectly with the start of the wedding season this year. 

The campaign draws inspiration from the nostalgic childhood pastime of role-playing with dolls and puppets, dressing them as bride and groom—a game that captures the essence of innocent joy and wedding festivities anticipation. “It is not so common these days, but for most people born in the 70s, 80s and also the 90s, the ‘Gudda-Gudiya ki Shadi’ was a popular game among children,” explained Shilpi Bansal, Director of BK Saraf Jewellers. 

Bansal highlighted the campaign’s remarkable social media success, with the initiative reaching 5 million viewers and 45,000 reactions on Instagram, along with 3 million users and 10,000 reactions on Facebook. The campaign ingeniously follows the chronological timeline of pre-wedding festivities, inviting viewers to become part of a joyous journey through Indian wedding traditions. 

From the lively and musical sangeet to the auspicious haldi ceremony, the narrative explores the excitement of wedding preparations. The brand meticulously captures the process of inviting guests, selecting stunning wedding outfits, and embracing the emotional moments that bring families and loved ones together. Through this approach, BK Saraf Jewellers celebrates the intricate traditions of Indian weddings while seamlessly integrating its jewellery offerings as an essential part of these cherished moments. 

The campaign’s communication strategy is particularly noteworthy, employing engaging catchphrases like “Aap taiyyar hain na?” (Are you ready?) and “Aap aa rahe hain na?” (Will you be coming to the wedding?). These conversational elements create a warm, inviting atmosphere that makes viewers feel personally involved in the festivities. 

With a special focus on its bridal jewellery collection, the campaign was strategically designed to showcase the brand’s exquisite offerings. The timing proved impeccable, coinciding with the seasonal surge in customer interest. “Since ‘Atkheliyan’ commenced, we have seen a 30 per cent increase in customer enquiries, while store walk-ins have grown by 35 per cent and our sales, especially in the bridal category, have increased by 25 per cent,” Bansal commented. 

The marketing approach extended beyond digital platforms. In addition to social media, the campaign was promoted through print media and billboard advertisements across the city, ensuring widespread visibility. Bansal also revealed that a video of the main wedding event is forthcoming, building anticipation after the release of videos featuring various pre-wedding events and traditions.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive