Bhushan Jewellers’ digital-first festive campaign expands customer base beyond Himachal Pradesh 

Strategic digital marketing and authentic influencer content helped the Solan-based jeweller attract customers from Ambala, Chandigarh, and Delhi 

Solan: Bhushan Jewellers’ festive campaign ‘Khushiyon Bhari Diwali’, which ran from late September through mid-December 2024, has successfully expanded the brand’s reach beyond its home state through a comprehensive 360-degree marketing approach. 

“Our target audience has evolved beyond traditional wedding jewellery buyers and investors. Today, we cater to anyone aspiring to own jewellery,” says Vinay Gupta, Managing Director of Bhushan Jewellers. This broader approach has proven successful, with the campaign effectively reaching new customer segments during the crucial festive period. 

The promotion included attractive incentives, offering customers the chance to win Tata Tiago cars and Honda Activa scooters through a lucky draw contest. Additionally, purchases above Rs. 1 lakh qualified for special gifts, while customers spending a minimum of Rs. 10,000 on gold, diamond, or silver jewellery became eligible for additional prizes. 

Recognising the strong cultural significance of jewellery across Indian communities, the brand strategically developed content highlighting regional cultural themes and traditions. “Our online campaign has successfully attracted new customers and generated enquiries from cities like Ambala and Chandigarh, effectively expanding our customer base beyond our immediate region,” Gupta explains. 

The jeweller’s approach to digital marketing saw a significant shift this year with the adoption of influencer marketing. “While we previously invested in professional shoots and videos, customer feedback suggested this was too conventional. We pivoted to collaborating with local influencers who created more authentic, relatable content that resonated strongly with our target audience,” Gupta adds. 

This strategy has yielded tangible results, with new customers visiting the store specifically enquiring about pieces featured in influencer reels. The campaign’s digital component has been particularly successful in attracting consumers from Chandigarh, Ambala, and Delhi, especially those interested in Pahari content. 

The comprehensive festive campaign not only boosted the brand’s visibility but also successfully established connections with a fresh consumer base beyond Himachal Pradesh, contributing to increased festive season sales. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive