By using IPL terms and building them into the jewellery shopping journey, Abhushan Diamonds and Gold not only made the experience fun but also drove higher participation and conversions
Agra: Jewellery retailer Abhushan Diamonds and Gold has launched an Indian Premier League (IPL)-inspired campaign titled ‘Abhushan Premier League’, making the most of buzz around the ongoing cricket tournament to woo customers for the upcoming Akshaya Tritiya. The campaign features a series of game-themed offers aimed at engaging customers and boosting conversions in a volatile market.
“We were exploring campaign ideas for Akshaya Tritiya and realized that during this period, the country is deeply engaged in the Tata IPL. Cricket becomes a two-month-long festival,” said Shobhit Agarwal, Director of Abhushan Diamonds and Gold. “So we thought, why not use this shared excitement and design an IPL-themed campaign that’s easy to relate to?”
Launched across all three Abhushan stores, the campaign includes a mix of assured gifts and luck-based rewards to keep the shopping experience engaging. With ‘Powerplay’, customers who shop before 3 pm each day receive a complimentary silver coin. ‘Impact Sub’ adds 1% extra value to old gold exchanged. Under ‘Hat-trick’, those who buy three diamond products receive an assured diamond ring. Adding an element of surprise, ‘Super Six’ and ‘Centurion’ reward customers whose bill numbers end in the numbers ‘6’ or ‘00’ with prizes like vouchers or gold coins.
“We created offers using IPL terms and built them into the jewellery shopping journey. This not only keeps the experience fun but also drives higher participation,” said Agarwal.
The campaign’s tagline ‘Shop More, Win More’ encourages greater spending with every transaction. Unlike traditional lucky draws, every third or fourth customer receives an assured reward.
The impact on business has been notable. “Our conversion rates, which were around 75–80%, have now risen to 90–95% since the campaign launched,” said Agarwal. “Even with gold price fluctuations, walk-in customers are excited and ready to buy.”
The campaign is also a key part of Abhushan’s broader branding and annual revenue strategy. Marketing efforts are comprehensive, with city-wide hoardings, newspaper ads and a major radio push featuring a custom campaign jingle designed to boost recall. Digital promotions are active across Google and Meta platforms. In just four days, the campaign saw 37 winners, highlighting strong early engagement.
A standout moment came when a customer who won a gold coin through the ‘Centurion’ offer went on to book wedding jewellery worth Rs 5-6 lakh. “The campaign started just a few days ago, and already it’s creating stories like these,” Agarwal shared.
The Abhushan Premier League will run until the IPL final on May 25, 2025. “While others are offering discounts, we decided to try something different,” Agarwal explained. “It’s important to test fresh ideas to bring customers through the door.”
Established in 2008, Abhushan Diamonds & Gold Private Limited operates three stores across Agra and Aligarh, delivering fine jewellery with a focus on quality and customer satisfaction.
Written by Achal Chaubey
Retail Jeweller India Exclusive
