With an association spanning more than two decades, the initiative continues to bring communities together while keeping the brand connected to audiences beyond retail
Raipur: Anopchand Tilokchand Jewellers continued its long-standing association with Hindi poetry through its support of a memorial programme organized in honour of celebrated physician, poet and writer from Chattisgarh, the late Dr Surendra Dubey, carrying forward a cultural association that the brand says has existed for over two decades. While the format and scale of the event have evolved over time, the intent has remained consistent: to support a platform that already has a loyal audience in the region.
The event was built around live poetry and public participation, a format that continues to attract audiences in central India despite growing digital consumption. According to the brand, people across age groups attend such events and many actively seek passes each year. Entry remained open and free for attendees, making it accessible to the larger public.
According to the brand, the association goes back many years to when Dr Surendra Dubey regularly organized poetry recitation programmes and Anopchand Tilokchand Jewellers would support the initiative. After his demise, the retailer continued its involvement for the memorial edition as well, viewing it as continuation of a long-standing relationship.
For the retailer, involvement in the programme was less about visibility and more about creating a recurring touch-point with the community. Instead of linking participation to store traffic or sales outcomes, the brand sees value in showing up consistently for activities that people already care about.
Nikesh Bardia, Managing Director, Anopchand Tilokchand Jewellers, said, “This is not something we started as a promotional exercise. We have been associated with such programmes for many years and continued because people enjoy them and look forward to them.”
According to the jeweller, familiarity with the event has grown over time because audiences have come to expect a certain standard of content and participation. The expectation is not built around celebrity appearances or scale alone, but around the overall experience and credibility that repeated editions create.
The retailer also believes that live gatherings and cultural events continue to hold value because they create experiences that people do not always get online, even though poetry and performances are widely available digitally.
Bardia said, “People can listen to poetry anywhere today, but attending an event together and experiencing it live creates a different connection. Those are experiences people remember.”
The programme was advertised through newspapers and social media outreach. For the brand, continuing the association year after year has helped make the event part of the brand’s larger presence in the community without turning it into a retail campaign.
Anopchand Tilokchand Jewellers is a prominent name in the jewellery industry with a legacy of 67 years. It has five stores – four in Raipur (Chhattisgarh), and one in Bhopal (Madhya Pradesh).
Written by Aparna Bhowmick
Retail Jeweller India News
