The brand assigned a photographer to each customer for a 10-minute photo session, encouraging them to capture their special moments
Surat: In the run-up to Valentine’s Day, Kalamandir Jewellers set up special photo-booths at its stores to connect with the younger demographic in an innovative and engaging way. Running from January 20 to February 14, the campaign aimed to attract millennials, a group that traditionally hasn’t frequented jewellery stores. Explaining the campaign’s core objective, Chahat Shah, Director of Kalamandir Jewellers, said, “The younger generation, especially millennials, is often overlooked in the jewellery retail market. Our goal is to bring them into our stores and offer a unique experience that resonates with their values and lifestyle.”
As part of the campaign, every customer who visited the Kalamandir Jewellers stores was offered a personalized photoshoot experience, capturing special moments such as proposals. This experience was designed to cater to a social media-driven generation that enjoys sharing their memories online. “A photographer was assigned to each customer, ensuring a quick 10-minute photo session at the ‘I Love You’ photo booths,” said Shah. “This initiative not only provided a fun, interactive experience but also tapped into the social media-centric nature of younger shoppers, allowing them to share their moments online.”
The brand’s focus area was also to introduce its affordable jewellery collections, with prices ranging from Rs 7,000 to Rs 50,000, specifically designed to appeal to younger customers. To further promote the campaign, Kalamandir Jewellers employed a range of marketing strategies, including hoardings, visual merchandising and video advertisements, targeted at the 21-27 age group. These efforts, coupled with the photobooth experience, led to a 5-10% increase in footfalls during the campaign period, and a 15-20% rise in sales compared to the previous year, Shah said, adding that the response from younger customers was particularly significant.
Kalamandir Jewellers’ V-Day campaign underscores the brand’s commitment to adapting to the evolving needs of the market and demonstrates how traditional companies can connect with new generation customers. As Shah noted, “Valentine’s Day is becoming the new Dhanteras for the younger generation.”
Kalamandir Jewellers has six stores and six strategically located airport outlets to cater to its clientele.
Written by Achal Chaubey
Retail Jeweller India Exclusive
