Strong participation enabled the brand to interact with existing and potential customers in an informal manner, outside the retail space
Udupi: Abharan Jewellers recently organized ‘AbhaRun 2026’, a couple marathon, as part of its International Women’s Day engagement activities. The event was held under the theme ‘Run for Her, Run with Her’ and brought together couples and individuals for a run that aimed to unite the community and strengthen the brand’s connection with its audience.
The marathon recorded participation of around 1,500 runners and included three categories – a 3 km fun run, a 5 km run and a 10 km run. The event was open to the public, with a focus on encouraging couples to take part together. Participants included casual runners as well as individuals who regularly take part in marathon events.
Satvik Kamath, Director, Abharan Jewellers, said the initiative allowed the brand to connect with audiences through an activity that goes beyond conventional marketing communication. “Through AbhaRun, we were able to engage with a group of participants who have interest in sports and fitness, areas where jewellery brands do not always have a presence,” he said.
The event also provided the brand with an opportunity to engage directly with the participants in an offline setting. According to the company, the turnout and participation created discussion around the brand within local communities and across social media platforms.
“AbhaRun created a new platform for the brand and added another dimension to how people recall Abharan. It helped us connect with audiences in a different way and expanded the context in which the brand is recognized,” Kamath said.
The brand shared information about the marathon with its customer database and through community networks, which helped build participation for the event. The response from participants was positive, with several attendees noting that the initiative offered a different form of engagement compared with traditional brand-led activities.
With AbhaRun 2026, Abharan Jewellers introduced a community engagement platform that enabled the brand to interact with existing and potential customers outside the retail space, while building brand recall.
Founded in 1935 in Udupi by Sri Burde Sadananda Kamath as Neo Jewellery Mart, the business later reopened as Abharan Jewellers in 1979 under Sri Madhukar S. Kamath. It now operates 20 showrooms across 18 locations in Karnataka and Goa.
Written by Achal Chaubey
Retail Jeweller India Exclusive
