The campaign aimed to attract the upcountry audience in Ballia, a Tier III city where customers are responsive to offers and schemes
Ballia: Aisshpra Gems and Jewels recently introduced a festive lucky draw campaign at its Ballia showroom to engage with local customers during Diwali. Designed exclusively for the region, the initiative meant to strengthen the brand’s presence in Tier III and Tier IV markets by encouraging direct participation and rewarding loyal buyers. The activity reflects Aisshpra’s continued focus on locally relevant customer engagement strategies.
Under the scheme, customers received a coupon for every Rs 50,000 spent, allowing them to participate in a draw to win two bikes and a washing machine. Purchases of Rs 1 lakh entitled buyers to two coupons. The draw is to be held at the brand’s showroom, with winners receiving their prizes directly.
Speaking about the initiative, Saumitra Saraf, Director, Aisshpra Gems and Jewels, said, “This lucky draw scheme is specific to the Ballia store. We aren’t doing it at any of our other stores. A coupon is being given to customers on purchase of every Rs 50,000. Winners will be handed over the gifts on the spot at the draw.”
The campaign is aimed at attracting the upcountry audience in Ballia, a Tier III city where customers are responsive to offers and schemes. By introducing such incentives, the brand hopes to boost footfalls and drive engagement during the festive season.
Saraf further explained, “Balia is a small city, and most of the audience is upcountry. Just for this market, we decided to do a lucky draw because this market responds very well to any gifts and offers.”
The initiative reflects the brand’s strategy to strengthen customer relationships and enhance the shopping experience in regional markets. By combining festive discounts with the chance to win valuable prizes, Aisshpra Gems and Jewels aims to create a more interactive and rewarding environment for its customers, supporting both sales growth and brand visibility.
Aisshpra Gems and Jewels, a third-generation jewellery brand established in 1940, currently operates 12 stores across Uttar Pradesh and has ambitious plans to expand its footprint to 25 franchise locations by the end of 2025.
Written by Achal Chaubey
Retail Jeweller India Exclusive
