The music-based campaign aimed to bridge online content creation with traditional product awareness in a format that was simple and accessible. It drove engagement, increased reach and initiated conversations that could lead to future conversion
Baramati: CS Jewels recently launched the #SadichaPadarChallenge on Instagram, inviting participants to perform a specific hook step dance to the tune of ‘Sadicha Padar’ – a CS Music original that celebrates the bride’s radiant glow and the love that surrounds her on her wedding day- while draped in sarees. While participation was on Instagram, with mandatory tagging of CS Jewels and its music vertical, CS Music, the contest was promoted through in-store posters and winners had to visit CS Jewels stores to collect their prizes, bridging its online and offline aspects.
“Our objective was to bring attention to the Riti collection and generate footfalls during the off-season,” said Siddharth Shah, Director of CS Jewels. “We created this challenge as part of our broader campaign, using both social media and in-store engagement.”
The contest ran for 11 days and attracted about 90 entries. A particularly popular post saw the brand’s women employees performing to the Sadicha Padar song in front of a store. “We had kept QR codes and posters in our stores to inform walk-in customers about the contest,” Shah explained. “Even our staff joined in during Vattapurnima. Many were already dressed in sarees for the occasion, so they just danced. Our backend team joined in as well. That created internal motivation and added visibility.”
Two winners were selected based on criteria that included likes, shares, comments and a short write-up explaining the importance of the saree they wore. “We offered a Thushi and a Nath, both from the Riti collection, worth around Rs 7,000 each,” said Shah. “The reward value helped boost participation.”
The campaign aimed to spotlight everyday cultural wear. The response, according to Shah, helped increase not just online engagement but in-store enquiries as well. “Our follower count grew across platforms, and people who came to the store for the contest also explored the collection,” Shah said, observing that not every customer can be pulled into the store directly. “Sometimes we need to understand what connects with them. This contest created a two-way interaction that benefited both the brand and the participants.”
By leveraging a music-based challenge rooted in cultural expression, CS Jewels used the #SadichaPadarChallenge to highlight its new collection while driving engagement, increasing reach and initiating conversations that may lead to future conversion. Through the campaign, the brand attempted to bridge online content creation with traditional product awareness in a format that was simple and accessible.
The story of CS Jewels began when Late Shri Chandulal Shah founded the brand in 1827 in the town of Baramati, Maharashtra. Over the years, the brand, known as ‘Chandukaka Saraf’ expanded, with its legacy continuing into the present day. In December 2023, the company adopted a new logo and rebranded as CS Jewels. Today, it operates 18 stores, with 14 located across western Maharashtra and four in Karnataka.
Written by Achal Chaubey
Retail JewellerIndia Exclusive
