The company has been expanding its lightweight, daily-wear collections, a category that aligns strongly with the preferences of the 18-26 age group, and used the campaign to create a direct connect with this segment
Kalpetta: Prior to the relaunch of its Kalpetta showroom on December 14, 2025, diamond and gold jewellery brand Francis Alukkas introduced a student-centred campaign titled ‘Win a Diamond Ring & Be the Star of the Kalpetta Relaunch’. The campaign invited women pursuing undergraduate and postgraduate studies in Wayanad to join it by following the steps outlined on Instagram. According to the brand’s promise, the winner got the opportunity to light the ceremonial lamp at the store re-opening and received a diamond ring as a gift.
The decision to involve a student in the showroom relaunch was shaped by the brand’s growing focus on younger consumers. The company has been expanding its lightweight, daily-wear collections, a category that aligns strongly with the preferences of the 18-26 age group. The relaunch offered an opportunity to create a direct connect with this segment by bringing a local student into the centre of the event.
AV Francis, Managing Director, Francis Alukkas, said, “College students are an important audience for our lightweight collections. Bringing a student to the forefront of the relaunch helps us build familiarity and relevance with this age group.”
The contest mechanics were kept simple to encourage participation. Students were asked to upload a stylish photo on their Instagram story and tag the brand. This allowed the campaign to move organically across campuses as participants shared entries within their networks. The brand observed that the contest prompted conversations around the relaunch, the store offerings and the opportunity to be part of the inauguration.
Initially, a video-based post did not draw much response, prompting the brand to switch to a static image format. Engagement increased after this shift, and entries started pouring in.
Francis added, “Once students began sharing information about the contest, it naturally spread across their circles. It created awareness about the relaunch without requiring additional promotional activities.”
With six stores in its network, Francis Alukkas sees the campaign as an approach that strengthens visibility in Wayanad and fosters early brand affinity among younger consumers. The initiative also supports local engagement, signalling a shift towards community-driven outreach for the brand’s key markets.
Written by Achal Chaubey
Retail Jeweller India Exclusive
