Open to women in the 20-60 age group, the campaign created wide traction, with over 800 registrations, and an approximate 50% growth in both store footfalls and sales during the campaign period
Raipur: Navkar Jewellers recently marked its first anniversary in Raipur with a campaign that brought customers directly into the spotlight. Titled ‘Raipur Ki Cinderella’, the initiative invited women to walk into the store, try on diamond rings, and enter a lucky draw to be eligible to win at a final event.
The idea was simple but effective. Customers could register only by visiting the showroom and trying rings from a select collection. If the ring fit within a defined size category, they qualified for entry. These size brackets were aligned with age groups ranging from 20 to 60, ensuring participation across generations. Once shortlisted, participants were entered into a lucky draw, keeping the process transparent and easy to follow.
The campaign culminated in the selection of four winners, one each from four age groups. Each winner received a diamond ring, was crowned at the event, and became part of the brand’s anniversary celebration. Actor Shweta Tiwari attended the event, drawing crowds and adding visibility to the campaign.
Aanchal Jain, Director, Navkar Jewellers, said, “We knew from the start that we didn’t want a typical anniversary event. We wanted customers to feel like they were part of it. ‘Raipur Ki Cinderella’ was our way of turning that idea into something people could experience in-store.”
The jewellery focus remained on diamond rings, which were central to both participation and product discovery. Since entry into the campaign required trying the rings, customers spent time engaging with the collection, making the campaign closely tied to the retail experience rather than running parallel to it.
The brand supported the campaign with consistent marketing across platforms. On social media, it rolled out teaser videos, countdowns, and customer-led content to build interest around the final reveal. It also partnered with 94.3 MY FM, using radio mentions and RJ interactions to keep the campaign visible across the city.
Inside the store, the campaign translated into higher engagement. Visitors came in specifically to participate, but the process naturally led to browsing, conversations and trials across other collections. This helped convert campaign interest into actual retail interaction.
The campaign recorded over 800 registrations, with more than 350 participants shortlisted through the ring-fitting process. Footfalls increased during the campaign period, supported by first-time visitors as well as repeat customers. The brand reported an approximate 50% growth in both store footfalls and sales during the campaign period, reflecting the effectiveness of the integrated approach. The final event saw attendance of over 300 people, indicating strong on-ground engagement.
Jain added, “The response showed that customers were not just engaging with the campaign but were also becoming part of it. This helped us build stronger connections and increase awareness about our collections.”
Campaigns such as ‘Raipur Ki Cinderella’ demonstrate how experiential formats can support brand building and customer acquisition. This approach allows jewellery brands to attract new audiences, strengthen recall, and build long-term customer relationships through direct interaction and shared experiences.
Meanwhile, the brand has lined up two more customer engagement initiatives in the coming weeks. One will feature a live soulful bhajan jamming session along with a grand tambola and lucky draws hosted by Navkar Jewellers. The other will bring a stand-up comedy evening, with Gaurav Gupta set to perform live, offering a programme centred on audience engagement and entertainment.
Navkar Jewellers runs a single flagship store in Raipur.
Written by Achal Chaubey
Retail Jeweller India Exclusive
