The partnership was structured primarily as a brand visibility initiative, during which the brand did not display any jewellery
Nagpur: Dass Jewellers recently partnered with Agora, a Sunday pop-up market known for attracting huge audiences, as part of its efforts to build brand visibility outside the traditional store environment.
Nagpur’s Agora has established strong local recall through its format and scale. The weekly marketplace typically attracts an estimated 6,000 to 8,000 visitors. According to Dass Jewellers, the size of the audience and its demographic spread were key reasons for the association.
“What worked in Agora’s favour was that the audience was not limited to one age group,” says Ojas Vastani, Partner, Dass Jewellers. “There was a visible mix of younger visitors, middle-aged customers and families visiting together, which aligned well with the kind of customers we serve.”
Agora’s format includes children’s activities, food and lifestyle stalls, and performances, resulting in a broader audience mix. For Dass Jewellers, this created an opportunity to be present in a setting that brought together multiple age groups at a single place.
“There is a tendency to assume that jewellery customers are only from older or mid-age segments,” Vastani says. “Younger audiences also have purchasing power, and it is important for retailers to introduce the brand to them early, even if purchases happen later.”
The partnership was structured primarily as a branding initiative. Dass Jewellers did not display jewellery at the venue. Instead, the brand focused on building familiarity through a lounge-style set-up for visitors, simple engagement activities, vouchers and small giveaways.
“Our objective was visibility and interaction, not conversion,” Vastani explains. “People could engage while walking through the venue. It did not require them to stop or spend time browsing, which suited the format.”
Promotion for the association was driven jointly. Agora handled outdoor branding, on-ground visibility and social media communication, while Dass Jewellers promoted the event within its store. A short promotional video featuring Agora’s promoters along with members of the Dass family, including children, was released to announce the partnership.
“That communication reached both Agora’s audience and our existing customer base,” Vastani adds. “People related to it because it felt natural. Such associations play a role in building brand recall over time, especially for retailers operating in established local markets.”
Established in 1947, Dass Jewellers operates as a single-store retailer in Nagpur.
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