Over 80 influencers, including Miss India, contributed to the marketing campaign for the festival, which doubled social media engagement compared to last year
Mumbai: The All India Gem and Jewellery Domestic Council (GJC) successfully wrapped up the fifth edition of its nationwide jewellery shopping festival, Lucky Lakshmi, held from September 22 to November 9, 2025. The grand B2C event, which saw wide participation from retailers across India, was hailed as one of the most successful editions of the festival yet. The grand draw for the bumper prize of 1 kg gold bar will be held on November 22, 2025.
Madan Kothari, Director-GJC and Convenor, Lucky Lakshmi, credited strategic learning and adaptation for this year’s success. “Every season brings new challenges, and we make sure to learn from each one. This time, both consumers and retailers benefited significantly,” he said.
The GJC amped up its digital advertising game—investing heavily in social media campaigns across Facebook and Instagram as well as mediums such as radio and outdoor hoardings. “Around 80 influencers participated in the marketing campaign, and Miss India was our main model. As a result, the campaign gained much more visibility. Social media conversations around Lucky Lakshmi nearly doubled compared to last year.We also realized that social media brought better results than newspapers, as digital platforms allow repeat visibility,”Kothari noted.
Retailers and consumers appreciated the refreshed reward structure, including Rs 200 cashback per coupon instead of mandatory gifts given out earlier. “Customers had the opportunity to win gold and silver coins through multiple draws. A major learning for us was that instead of giving out jewellery as prizes, which may not suit everyone, we gave coins so that winners could use them as they wished to make jewellery of their choice or keep them as investment. This provided flexibility and satisfaction,” Kothari explained.
Designed to engage next-generation consumers and strengthen organized retail participation, the festival boosted gold jewellery demand during the festive season by linking jewellery purchase to substantial prizes through weekly draws, and retailer-driven promotions that kept customer interest high at all times.
For 2026, GJC plans to onboard more retailers, expand hoarding placements in high-traffic areas like airports, and increase influencer participation. “Our aim is to deepen awareness and boost participation further in upcoming editions,” Kothari added.
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