The first iteration of the campaign, themed ‘Celebrating You’, positions jewellery as a symbol of self-appreciation and empowerment
Mumbai: The All-India Gem and Jewellery Domestic Council (GJC) is publicizing its flagship festive campaign, Lucky Lakshmi, that runs from September 22, 2025 to November 9, 2025, through a major 360-degree marketing blitz, with a sharp focus on celebrating the modern Indian woman. The first iteration of the campaign, themed ‘Celebrating You’, positions jewellery not just as an investment but as a symbol of self-appreciation and empowerment.
“This year, GJC is focusing majorly on marketing through a 360-degree campaign, but the fulcrum will be celebrating the woman of today,” said Avinash Gupta, Vice-Chairman, GJC. “Jewellery is not just an investment; it is bought by a woman to celebrate herself, and this insight is going to be promoted through our marketing.”
The campaign is being executed in multiple Indian languages—English, Hindi, Marathi, Telugu, Kannada, Bengali, and others—based on regional partnerships, and spans a wide range of platforms. These include digital, OOH, print, OTT, programmatic advertising, mainstream television, and even hyperlocal channels like MyGate, which is popular in housing societies.
“We will be targeting audience penetration with precision. To add better presence, we are also focusing on hyperlocal marketing, programmatic advertising, OTT platforms, and mainstream TV news media,” Gupta explained.
The campaign is designed to evolve through the festive season, aligning with major occasions like Durga Puja, Dussehra, Diwali, and the wedding season. “We will be changing the campaign themes based on different festivals as Lucky Lakshmi progresses… In effect, we are going to celebrate the Lakshmi in every woman through it,” Gupta added.
On being asked about the approximate spending on the marketing campaign, Gupta said, “Based on initial assessment of the response we are getting, we feel a minimum of Rs 10crore will be spent on marketing this year. We have earmarked a minimum of 35-40% of the scheme amount towards marketing. As participation increases, the allocation will go up.”
Retailer response so far has been enthusiastic. “The response to the programme has been tremendous so far and I am pretty confident that this year is going to be super-exciting for participating retailers,” Gupta noted. “GJC has been working hard to target jewellery buyers and direct them towards retailers’ stores with a 360-degree marketing approach.”
With this multi-platform strategy and festival-specific messaging, Lucky Lakshmi is shaping up to be not just a festive campaign, but a nationwide celebration of identity, self-worth and modern womanhood through the lens of fine jewellery.
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