The brand’s idea was not to push a promotion but to introduce its new store organically to a group that fits its target audience profile
Mumbai: Waman Hari Pethe Jewellers recently associated with the ‘Happy Streets for Happy Kids’ initiative in Thane, using the weekend activity as a way to reach out to families and build visibility for its recently opened Thane store. The team saw the association as a simple, low-pressure way to meet people where they already gather on Sunday mornings. The association also opened up a new audience for the brand, beyond its traditionally mass-market base.
The event was held in Hiranandani Meadows, Thane, home to people from high income groups. The brand set up a small engagement zone aimed at mothers and women who regularly participate in the event. The team conducted a light quiz and handed out silver coins as prizes, while also sharing store information and collecting basic contact details. The idea was not to push a promotion but to introduce the store to a group that fits its target audience profile. By the end of the activity, the team had gathered about 50-60 references from a gathering of 200-300 fitness enthusiasts.
Speaking about the decision to associate with the event, Neel Pethe, Director, Waman Hari Pethe Jewellers, said the choice was straightforward. “Our Thane store is still new, and we wanted people to know who we are without doing something loud or out of place,” he said. “Happy Streets for Happy Kids already draws a steady mix of parents, kids and fitness-focused residents. It felt like the right space to start a conversation.”
The event is a long-running property of The Times of India Group. Held in partnership with local authorities, it is known for turning public roads into car-free zones for activities like Zumba, cycling, yoga and kids’ games for a few hours on Sunday mornings. The Thane event location worked in the brand’s favour. “The crowd around Hiranandani Meadows is exactly the audience we’ve been trying to understand better,” said Pethe. “This activity helped us reach them in a way that felt organic.”
WHP Jewellers sees this as a starting point for more such small-scale, neighbourhood-focused efforts in Thane. Rather than large events at the outset, the team intends to build familiarity one step at a time and observe how different pockets of the city respond.
With a network of 30 stores across Maharashtra, Waman Hari Pethe Jewellers continues to build on its heritage by engaging with various initiatives to boost brand visibility.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
