The geographically strategic ‘wedding gift’ campaign was actioned on bus routes along MG Road, the brand’s new retail destination. Bus passengers could scan QR codes on their tickets to win prizes instantly
Kochi: Edimannickal Gold & Diamonds recently launched a Rs 10 lakh ‘wedding gift’ campaign in Kochi, using an unconventional ‘magic bus ticket’ promotional activity to connect to wedding jewellery buyers and build brand visibility ahead of a new store launch in the city’s competitive jewellery market.
The geographically strategic campaign was actioned for a month on bus routes around MG Road, the brand’s new retail destination. Bus passengers on the route had to scan QR codes on their tickets, enter their full name and UPI-linked mobile number on the Edimannickal cashback page, and receive the cashback/reward directly in their UPI account. Prizes valued above Rs 25,000 required winners to go to the brand’s new store to receive their cheques. The campaign had a total prize value of Rs 10 lakh, with the maximum amount to be won by a single participant capped at Rs 1 lakh.
The campaign comes as Edimannickal Gold & Diamonds looks to establish a stronger presence in Kochi. The retailer currently has seven showrooms across Kottayam district and is now entering a market that has emerged as a key jewellery retail hub, with several national and regional brands competing for consumer attention.
Rather than relying on conventional advertising, the retailer opted for a promotional al format that places the brand within consumers’ everyday journeys. Explaining the insight behind the campaign, that aligns with the brand’s focus on bridal jewellery, Sunny Thomas, Chairman, Edimannickal Gold & Diamonds, said, “The campaign is primarily intended as a brand-building exercise rather than a promotion designed to drive immediate jewellery sales. Our objective is to strengthen brand recall and establish a clear association between Edimannickal and weddings. We want people to think of Edimannickal as soon as they hear of a wedding.”
The campaign is also reflective of Edimannickal’s broader approach to marketing. “When we came to Kochi, we had a campaign centred around marriage, family time and face-to-face connections. We were paying close attention to these themes. Our brand has always believed in advertising differently, because conventional advertising doesn’t really align with us. That’s why we choose to create campaigns and experiences like this,” Thomas explained.
The Kochi campaign follows this approach, using a familiar public-transport touchpoint to introduce the brand to consumers while reinforcing its positioning in the bridal jewellery segment.
The campaign has received positive response and good customer engagement so far, according to Thomas. It was less about generating an immediate sales response and more about building recognition in a new market for the brand. By combining a Rs 10 lakh give-away initiative with a wedding-led brand message and an unconventional consumer touchpoint, the retailer managed to make an impressive entry into the Kochi market.
Founded in Ranni in 1989, Edimannickal Gold & Diamonds is a fine jewellery brand that has built a regional retail franchise across central Kerala, with around 10 stores spanning Pathanamthitta, Kottayam, Kollam and adjoining markets. The retailer differentiates through a strong Kerala jewellery proposition, extensive lightweight and traditional collections, alongside diamond, platinum and contemporary offerings. Its expansion from its home market into locations including Kochi and Thodupuzha indicates a gradual broadening of its regional footprint while retaining a distinctly Kerala-focused product identity.
Written by Zara Fernandes
Retail Jeweller India Exclusive
