AVR Swarnamahal Jewellers’ campaign for its jewellery festival excites followers via superlatives 

The brand also brought on board actor Rukmini, a well-known figure in the South Indian film industry, particularly popular in Karnataka, to be the face of their advertising campaign 

Chennai: To enhance the visibility and impact of its jewellery shopping festival, AVR Swarnamahal Jewellers launched an extensive social media campaign that generates excitement and engages a wider audience through various online platforms. According to AVR Siddhant, Director, AVR Swarnamahal Jewellers, the brand saw an opportunity to connect the festival with the Indian Racing Festival (IRF) 2024. 

The teaser video campaign included a series of reels on the brand’s Instagram page, designed to generate anticipation for their jewellery festival. In the first reel, the brand compared its festival to the largest ship sailing the ocean, emphasising the scale and significance of the event.

The second reel showcased the biggest dosa, well-known in Tamil Nadu, further highlighting the theme of grandeur associated with the festival. The other reels focused on similar themes using superlatives to create an impact. 

“We wanted to relate to the racing event and saw the chance to also launch the promotions for our Biggest Jewellery Shopping Festival. It is our festival campaign and the biggest one for us in 96 years,” said AVR Siddhant.

The brand also brought on board actor Rukmini Vasanth, a well-known figure in the South Indian film industry, particularly popular in Karnataka, to be the face of their advertising campaign. By choosing Rukmini, the brand aimed to leverage her regional appeal to connect with their target audience. The campaign was promoted across multiple media platforms, ensuring a broad reach. Additionally, the brand carefully tailored the campaign strategy to maximise its impact in areas where their stores are located, focusing on regions where Rukmini’s influence would resonate most effectively with potential customers.

The brand explained that during the festival, which will go up to Diwali, it is offering a small gift with every purchase made. The offer applies to all kinds of jewellery. Customers shopping at their stores across South India would receive a gift with their purchase.  

Additionally, there are weekly draws featuring attractive prizes such as electronics and home appliances. They also highlighted a major bumper prize, which includes luxury sedans such as Mercedes Benz. “Customers will be getting a golden ticket for every purchase worth Rs. 5000, and whoever has this ticket has a higher chance on of winning the weekly draws and the bumper prize, whose winner will be announced during Diwali,” he explained. 

AVR Siddhant highlighted the importance of social media in providing a broader reach. He explained that with platforms Instagram and Facebook, the brand aimed to connect not only with local customers but also with their clients abroad. The goal was to engage with a global audience, particularly focusing on reaching their clients in the United States, Australia, the United Kingdom, Singapore, and Malaysia. “Digital promotion has a better reach and what you need to know is the approach and the target group. We are focusing on the wedding season which has started, and it is a good time for this campaign,” he added. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive