The campaign encouraged the brand’s audiences to share memories related to their mothers, many of which were tied to jewellery or family heirlooms. It made the brand a part of its customers’ cherished moments, making a deeper brand impact than immediate sales
Jabalpur: Kothari Jewellers recently concluded its #DilSeMaa campaign around Mother’s Day, for which it had invited its audience to share personal memories with their mothers, many of which were tied to jewellery or family heirlooms. The initiative was designed to increase digital engagement and build deeper emotional ties with customers.
“We wanted to bridge the gap between traditional advertising and our digital presence,” said Chirag Kothari, Director, Kothari Jewellers. “As a retailer in a Tier III city, we felt the need to drive engagement through social media where the younger generation spends time.”
During the five-day campaign, participants tagged Kothari Jewellers on platforms such as Instagram and Facebook. “We received over 200 tagged entries, far beyond what we expected,” said Kothari. “We continue to receive posts even after the campaign has ended, and we’re going to include those as well.”
Winners were selected based on the quality of their entries, with gold coins awarded to the top three, silver coins to the next 10, and Rs 2,500 vouchers redeemable at the store to all participants.
The campaign had in-store visibility through two large LED screens that promoted the contest. Customers visiting the store enquired about the initiative and some even shared stories during their visit, Kothari said.
“Jewellery is driven by emotional connections,” explained Kothari. “Whether it’s a father buying for a daughter or a husband for a wife, the sentiment is what drives the purchase. This campaign helped people connect with us emotionally, and that’s a deeper brand impact than immediate sales.”
Though the campaign wasn’t structured around footfalls or sales metrics, Kothari acknowledged the long-term brand benefits. “People will recall us when making future purchases. It’s not about short-term conversion; it’s about being part of their memories.”
Reflecting on the #DilSeMaacampaign, Kothari said, “This idea came to me spontaneously. I shared it with my father and he encouraged it. We didn’t expect such a response. It has helped us understand our audience better and built a stronger relationship with them.”
The campaign’s success indicates a shift in how regional jewellers are leveraging emotional story-telling to build digital connections and strengthen customer loyalty.
Founded in 2001 with a single store in Jabalpur, Kothari Jewellers has grown significantly over the years. Its continued support for local events and initiatives reflects its commitment to community engagement in the course of business growth, strengthening its ties with the people of Jabalpur.
Written by Achal Chaubey
Retail Jeweller India Exclusive
