Chawla Jewellers succeeds in turning Holi into a jewellery sale opportunity with month-long contest

The activity started on March 1 and went on till March 31. Sales were up by almost 75% during that time, says Dhruv Chawla, Director of Chawla Jewellers

New Delhi: Celebrating the milestone of 100K Instagram followers, Chawla Jewellers recently ran a month-long contest, promoting Holi as a rare opportunity to buy jewellery. On March 1, the brand announced the contest that would run up to March 31, choosing a Honda Activa two-wheeler as the top prize to appeal to its middle-class target audience. Chawla Jewellers saw sales rise by almost 75%, thanks to an overwhelming response to the contest.

“We clubbed all our brand information within this contest,” said Dhruv Chawla, Director, Chawla Jewellers, New Delhi, adding that the contest was a way to promote its recently-launched mobile application and tell customers about the 5% making charge applicable to old gold jewellery. “Giving away Honda Activa bikes helped us get the attention of the target audience. We chose a two-wheeler as the top prize, as it is an essential part of a middle-class family, and got the attention of the right audience. The next 10 winners got 1 silver coin of 100 grams each,” Chawla added.

To participate in the contest, customers had to buy jewellery for a minimum of Rs 50,000, after which they were given a coupon. On ground, Chawla Jewellers put up billboards and hoardings close to their store at Preet Vihar in New Delhi. Online, the brand promoted the contest through WhatsApp marketing and tele-calling. The brand announced the name of the winners on Instagram live from its showroom.

The promotions started from the first week of March, and aimed to convert Holi into an occasion for jewellery buying. “During March, you don’t see much happening except Holi as a festival. Holi is one of the biggest celebrations after Diwali in India. We wanted to channelise the Holi fanfare with jewellery and so, came up with the offer,” said Chawla.

Although the contest was aimed at the middle-class audience, Chawla Jewellers had submissions coming in from affluent customers in New Zealand, the US and China. Within India, the brand saw customers participating from all corners of North India. “The contest started on March 1 and went on till March 31.

Sales were up by almost 75% during that time,” concluded the retailer, adding that the brand is planning to open a 10,000 sq. ft showroom, taking its store tally to three soon.

Retail Jeweller India Exclusive