Batukbhai Jewellers’ gamified treasure hunt ‘Talash’ succeeds in festive season conversions 

The treasure hunt pitched their showroom at Shankar Nagar as the final destination of the activity, allowing prospects to explore the store and new designs 

Nagpur: Seeking innovative ways to engage with customers and jewellery enthusiasts across Nagpur, Batukbhai Jewellers recently became one of the co-sponsors for an event organised by Connect, a women’s social group that organises a range of activities for its members each month.  

The Connect group, which comprises 80-90 women, presents a valuable platform for the jeweller to interact with potential customers in a more informal and engaging setting. Beyond just being a sponsor, the brand actively participated in the group’s event as one of the locations in their treasure hunt activity, ‘Talash’. 

Batukbhai Jewellers integrated itself into the experience by making its Shankar Nagar showroom the final destination for the game. This allowed the participants to visit the store in groups and see the jewellery at leisure after the game concluded. 

The brand hosting them at their showroom meant that the women could explore all the floors of the store, browsing the jewellery collections as well as the outfits at the jeweller’s multi-designer line Eclat. “The last clue was at our store, and we gave the winning group a gift, followed by refreshments. They had a chance to see all the floors and explore our new offerings,” said Naina Sheth, Creative Director, Batukbhai Jewellers.  

The brand also observed that this customer engagement activity was well in time for the festive and wedding season which would give customers and jewellery shoppers a chance to plan their purchases. 

The brand’s participation in the event was important, as nearly 50-60% of the participants or their families are the brand’s clients or are acquainted with them. This group, comprising mainly married women, presented Batukbhai Jewellers with an opportunity to engage with new customers as well as those who have been regular jewellery buyers. “Such a group of customers would not qualify as a private client but could be someone who wants to continue adding to their existing jewellery collections by shopping for trendy designs,” added Sheth. 

The activity was designed around maintaining secrecy to keep the locations of the ‘treasures’ hidden, meaning the brand had no opportunity to promote itself before the event. However, after the event concluded, all participants received personalised notes thanking them for their participation, listing the names of all brands whose locations were featured in the treasure hunt and their roles in the activity. This allowed for post-event recognition of the brands involved without disrupting the integrity of the game. 

Sheth said that people frequent physical stores on a need-basis only, which keeps them from seeing the latest designs in the market first-hand. Hence, this activity was a good chance to have the women come to the store and understand what the brand added to their offerings. 

“We have introduced a lot of high jewellery and couture jewellery as well as some designer pieces. One wouldn’t expect these designs to be available in Nagpur and events such as this give us an opportunity to invite people, to have a good time and explore our products,” she added. With the season picking up, the brand is looking forward to plenty of opportunities to carry out such engagements with its existing and potential clients. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive