For the contest, the brand is using a 100-point evaluation framework to assess creators beyond follower count, focusing on audience relevance, content quality and brand suitability
Bhubaneswar: Arundhati Jewellers has launched the 2026 edition of its ‘Star Influencer of Odisha’ initiative, inviting regional content creators to participate in an influencer contest designed to strengthen the brand’s digital engagement with people across the State.
The initiative will bring together 100 regional creators across Arundhati Jewellers’ stores, according to Rajinder Mattoo, CEO, Arundhati Jewellers. The participating creators will produce content around the brand and its offerings, with the retailer looking to build organic visibility and establish stronger connections with local audiences.
“Our objective is to strengthen Arundhati Jewellers’ presence in Odisha’s rapidly evolving digital ecosystem through authentic, user-generated content. By bringing together 100 regional creators across our stores, we aim to generate meaningful organic visibility while connecting our products and festive offerings with local audiences,” said Mattoo.
The contest will not be based solely on follower count. Arundhati Jewellers will assess participants on audience quality and relevance to Odisha, engagement, content quality and consistency, brand suitability and overall professionalism.
A jury will evaluate the participants through a transparent 100-point framework, with the objective of identifying the creator who demonstrates the strongest overall impact across these parameters. This approach will allow the retailer to assess both the creator’s ability to generate engagement and their suitability for representing the brand.
Beyond the contest, Arundhati Jewellers intends to develop longer-term relationships with select creators. The brand plans to explore opportunities to involve relevant influencers in its store events, brand activities and future digital initiatives. “We see this as the beginning of a relationship, not just a contest. We would like to build long-term associations with relevant creators by involving them in our store events, brand activities and future digital initiatives,” said Mattoo.
The CEO added that the retailer’s objective is to develop creators into genuine brand advocates who understand Arundhati Jewellers and can represent the brand authentically within their respective communities.
The initiative also builds on the brand’s previous influencer engagement efforts. According to Arundhati Jewellers’ official campaign page, its 2025 initiative recorded more than 25 million views and involved over 50 participating creators. The 2026 edition is now inviting eligible creators to register through the campaign platform.
With ‘Star Influencer of Odisha 2026’, Arundhati Jewellers is using its store network as a platform for creator engagement while building a regional digital community around the brand. The focus on audience quality, content capability and longer-term associations indicates that the initiative is intended to extend beyond a one-time influencer campaign and contribute to the retailer’s ongoing digital outreach strategy.
Founded in 2000, Arundhati Jewellers operates 10 showrooms across Odisha, located at Bhubaneswar, Cuttack, Puri, Berhampur, Sambalpur, Rourkela, Bhawanipatna, Balangir, Bargarh and Angul, with an upcoming showroom in Balasore.
Written by Chanelle Pais
Retail Jeweller India Exclusive
