Batukbhai Jewellers takes to ‘A Day at the Farm’ to engage target audience of mothers and children  

The brand welcomed the opportunity to support an educational initiative rather than the usual entertainment-based events. It also subtly promoted its range of kids’ jewellery at the open-air event 

Nagpur: Jewellery retailer Batukbhai Jewellers recently signed up as sponsor for an educational event for mothers and children titled ‘A Day at the Farm’ held at the Chitnavis Centre in Nagpur. The event replicated an excursion to a farm at the open-air venue, and aimed to provide an engaging learning experience about domestic animals, combining education and entertainment. 

The event was organized by a group of mothers, many of whom were clients of Batukbhai Jewellers. The brand welcomed the opportunity to support an educational initiative and also connect with its target audience. “We were happy to be part of something educational rather than just another entertainment-based event,” said Mohit Sheth, Partner, Batukbhai Jewellers. 

The event, which drew a crowd of approximately 1,500, focused on educating children about various domestic animals, their habits and diets. Unlike traditional recreational activities for kids, it had an educational angle, adding to its relevance. 

Before the event, the jeweller distributed event passes to clients, including children who visited their stores. These passes were not tied to purchases, ensuring that more families had access to the event. “We gave event passes to the children who came to our stores, whether their parents made a purchase or not,” Sheth noted. 

Throughout the event, Batukbhai Jewellers maintained a visible presence. The brand’s promotional videos were played prominently on screens at the venue, ensuring brand recognition and visibility among attendees. 

The event also provided the brand an opportunity to subtly promote its range of kids’ jewellery. “The branding offered visibility, especially among mothers who are our primary clients. We also have a children’s jewellery line that we could promote at this event,” Sheth explained. 

Despite the visibility gained, the brand did not actively map the immediate impact on footfalls and sales, though Sheth noted that a few customers explicitly mentioned attending the event when visiting the brand’s store. Sheth emphasized that brand recognition develops over time through multiple touchpoints, making consistent visibility essential for Batukbhai’s success. “For people to come to our new store in Shankar Nagar, we had to be seen. Customers need to see our brand a few times in public before they take a call to visit and purchase jewellery from us,” he mentioned. 

The event was one of the first instances where Batukbhai Jewellers sponsored an initiative specifically targeting mothers and children. While the brand has previously engaged in various sponsorships, this experience highlighted the potential of connecting with a niche audience in a meaningful way. Sheth said positive response from attendees will determine if the brand should associate with similar educational initiatives in future. 

Batukbhai Jewellers has two retail outlets in Nagpur, one at Dharampet and another at Shankar Nagar. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive