The brand launched a 360-degree marketing exercise – with bikes and a Mahindra Thar as prizes – alongside opening of its 13th store in Panvel. It aims to establish long-term relationships with first-time jewellery buyers by promoting the brand’s values
Panvel: Following the launch of its 13th store in Panvel, Chandukaka Saraf Jewellers Pvt Ltd has rolled out a give-away-led campaign aimed at building trust in a new market. While the store opening introduced the brand to Panvel, the focus of this initiative has been to establish long-term relationships with first-time jewellery buyers through a structured promotional strategy.
During the campaign, customers who made a purchase of Rs 30,000 or more or enrolled in the brand’s Rs 3,000 monthly savings scheme received a coupon for a prize draw. Three motorcycles were awarded across multiple days during the campaign period of July 4 to 9, 2025. The final prize, a Mahindra Thar, will be awarded through a live mega draw event and the winner will be selected publicly in the presence of all eligible participants at a designated venue in Panvel.
“The objective of this campaign is to create trust and build lasting relationships with customers in a new city,” said Samyak Kishorkumar Shah, Managing Director, Chandukaka Saraf Jewellers. “In our home market, we don’t need such promotions, but in new locations, it helps people know who we are and what we stand for.”
The campaign follows a transparent process. Coupons are collected through a physical drop-box and winners are drawn in the presence of customers. “We are very particular about transparency. The process is open and visible to everyone present. This builds confidence and reinforces the brand’s values,” said Shah.
The promotional strategy involved 360-degree marketing, including print advertisements in local newspapers, digital campaigns, paid social media promotions, hoardings, and door-to-door leaflets. As a result, the brand saw significant footfalls and interest even before the official campaign window.
“Our key focus was not just on sales but to earn customer loyalty in a new geography,” Shah observed. “Such activations serve as an entry point to introduce our values and build lasting connections.”
Chandukaka Saraf Jewellers currently operates 13 stores across Maharashtra, including two in Baramati, and continues to explore formats that combine customer engagement with innovative marketing practices.
Written by Achal Chaubey
Retail Jeweller India Exclusive
