The campaign design, combined with store engagement and social media participation, is expected to drive consistent results, and the brand projects 50% increase in sales by Diwali
Agra: Abhushan Diamonds and Gold has launched the second edition of its jewellery shopping festival, that was a runaway success for the brand last year. Grand Abhushan Utsav 2.0 aims to boost jewellery sales across all the brand’s showrooms, by giving customers attractive incentives. The jeweller has doubled the prize offerings to Rs 1 crore, compared to Rs 51 lakh last year. The campaign runs for 60 days, and early projections suggest strong customer response and rising sales.
The Grand Abhushan Utsav 2.0 campaign specifically aims to increase diamond sales by providing double rewards on purchase of diamond jewellery. While customers receive one coupon for every Rs 25,000 spent, if they are buying diamonds, they gettwo coupons for the same amount. Overall, campaign prizes include diamond jewellery, gift vouchersand electronics. Each shopper receives a guaranteed gift voucher of Rs 5,000 redeemable on their next purchase. Customers can also earn extra coupons by sharing their store experiences on social media, creating a referral effect and widening campaign reach.
Commenting on Grand Abhushan Utsav 2.0, Aviral Prakash, Director, Abhushan Diamonds and Gold, says, “The main purpose of Grand Abhushan Utsav is to attract more customers during the festive season. Around 40-50% of our customers shop only during this period, and this campaign helps us engage them effectively.”
Customer response has been very positive, observes Prakash. “Even with current gold rates, we are seeing strong interest in our stores, and last week, a customer who purchased a diamond ring worth Rs 50,000 received an iPhone as prize, effectively making the purchase free,” he adds.
The initiative also allows the brand to reinforce its stance on bringing value and transparency to customers, highlighting return policies and cashback facility. The first 15 days of the campaign indicate a 40% growth in footfalls and sales, compared to earlier, with expectations for further improvement during the festive season. “For Diwali, we are targeting a 50% increase in sales. The campaign design, combined with store engagement and social media participation, is expected to drive consistent results,” says Prakash.
The Grand Abhushan Utsav 2.0 campaign exemplifies the brand’s focus on combining customer engagement, festive incentives and transparency to attract new buyers. The initiative highlights how targeted promotions, clear rules and direct engagement can simultaneously increase footfalls, sales and brand trust in the jewellery market.
Abhushan Diamonds & Gold Private Limited, established in 2008, operates two stores in Agra, and one each in Ferozabad and Aligarh.
Written by Achal Chaubey
Retail Jeweller India Exclusive
