The initiative has a 360-degree advertising strategy to engage customers in Onam season and drive jewellery sales
Thiruvananthapuram: Bhima Jewellery has launched its ‘Bhimotsavam Onam Fest’, a campaign running from August 17 to September 5 across its showrooms in Thiruvananthapuram, Attingal, Pothencode, Kanhangad and Kasaragod. The campaign features a jewellery purchase-linked lucky draw alongside an advance booking scheme and promotional offers on gold and diamond ornaments.
The initiative is aimed at engaging customers during the Onam season while introducing new collections across traditional, contemporary and lightweight jewellery.
“Our primary objective for the Bhimotsavam Onam Fest is to connect with the public and our valued customers by introducing an extensive new range of designs. We have intentionally kept our making charges at the lowest possible rates to ensure our collections are accessible to everyone,” said Suhas M S, Managing Director, Bhima Jewellery.
As part of the advance booking scheme, customers can lock in the gold rate by making a minimum booking deposit. The rate remains secured from the date of booking until September 5, 2026, with customers required to complete their final purchase by the deadline.
The lucky draw is another component of the campaign, with Bhima Jewellery offering a car as the bumper prize at its Thiruvananthapuram flagship showroom. Other participating branch showrooms will award two-wheelers to lucky winners.
“The distribution of rewards was strategically calculated based on data from our retail footprint. We allocated the promotional mix by analysing the scale of our flagship locations, historical branch performance, seasonal sales projections and overall customer footfalls,” said Suhas M S.
The retailer is promoting the campaign through social media, Print media and local distribution of brochures and leaflets. According to Bhima Jewellery, the initial response across the five participating showrooms has been positive. The retailer is also using a 360-degree marketing strategy to build awareness and participation during the campaign period.
The campaign is targeted at a broad customer base, with the retailer’s collections aimed at those seeking both contemporary lightweight jewellery and traditional gold pieces.
“Jewellery holds a multi-generational emotional value during Onam, so our collection and campaign are tailored to appeal to everyone, from tech-savvy youth looking for modern lightweight styles to senior citizens seeking timeless, traditional gold heirlooms,” said Suhas M S.
Legacy brand Bhima Jewellery has its origins in the business founded by Bhima Bhattar in 1925. Today, it operates under the guidance of Chairman B. Govindan, with a multi-store retail network across India and the Middle East. Its current store locations in India include Thiruvananthapuram, Attingal, Pothencode, Kasaragod, Kanhangad, Theni and Vellore, with an upcoming one in Ramanathapuram.
Written by Chanelle Pais
Retail Jeweller India News
