The multi-week spin-the-wheel and lucky draw campaign drove repeat store visits and generated conversations about the brand
Mumbai: Jewellery retailer Alka Jewellers has successfully executed a hybrid promotional campaign that blends digital engagement with in-store experience, driving both footfalls and an online buzz.
The initiative was designed to translate online interactions into physical store visits through a structured, gamified strategy. Consumers were encouraged to engage with the brand on social media by following its Instagram, Facebook and YouTube pages, liking, commenting on campaign posts, and sharing reels across platforms. Participants who completed these steps were invited to visit the store and spin a prize wheel.
At the showroom, spinning the prize wheel gave customers the chance to win multiple high-value gifts. Depending on where the wheel landed, participants received tokens corresponding to specific gifts. These tokens then qualified customers for a larger, tiered lucky draw featuring 10 premium rewards.
According to Shivkaran B Jaiswal, Founder, Alka Jewellers, 80% of social media-driven value aggregated through the initiative would be re-invested into customer gift schemes.
After the wheel-spinning phase concluded, the lucky draw segment commenced on June 14. Instead of announcing all winners at once, the retailer opted for a staggered reveal format, announcing two winners every Sunday. The brand stated that this approach was adopted for logistical ease and to ensure smoother customer management at the store. Sundays were also chosen strategically as they are more convenient for most participants to visit and collect rewards.
The prize pool included an air conditioner, television, air fryer, and a motorcycle, among other products. By extending the draw over several weeks, the campaign sustained anticipation, encouraged repeat engagement, and maintained ongoing brand conversations both online and offline.
The campaign has reportedly delivered strong results, with the jeweller noting that the brand’s Instagram following grew substantially during the period, indicating strong traction from the activity. The campaign also gained additional visibility through Bhojpuri actor Ayaz Khan’s visit to the brand’s store, and participation in spinning the wheel, amplifying reach and consumer interest.
Overall, the initiative highlights how jewellery retailers can integrate social media mechanics and experiential retail to build sustained engagement cycles rather than one-time transactional interactions, effectively bridging digital discovery with physical retail conversion.
Alka Jewellers operates one store in Mumbai, located in the suburb of Kurla.
Retail Jeweller India News
