The experiential retai linitiative introduced the brand’s limited-edition padel rackets and its lab-grown diamond jewellery, creating a platform for community participation
Bengaluru: crash.club by CKC recently organized ‘Ace of Diamonds’, an event that brought together the increasingly popular racket sport padel and lab-grown diamond jewellery within a single experiential retail initiative. Hosted in Bengaluru, the event introduced the brand’s limited-edition padel rackets while creating a platform that combined sport, product interaction and community participation.
Notably, padel combines elements of tennis, squash, and pickleball. It is played primarily in doubles, on mesh-enclosed courts roughly one-third the size of a standard tennis court. The event, a padel tournament accommodating 40 participants, saw registrations closing within one hour and a waiting list of over 200 individuals. The response was driven through social media, where registrations, enquiries and influencer participation contributed to strong engagement even before the event commenced.
Chaitanya V. Cotha, Executive Director, crash.club, said, “This event was not built as a sales-led initiative. The idea was to move beyond stores and create a space where people engage with the brand in a different environment, driven by a shared interest.”
The event integrated a jewellery showcase, allowing attendees to interact with lab-grown diamond pieces at the tournament venue. Participants received curated kits that included a silver pendant and branded merchandise, extending the brand’s presence beyond the event itself. The event also included collaborations with automobile and lifestyle partners, creating multiple engagement points across categories.
Cotha said, “This started as a personal interest. I began playing padel regularly and wanted to create something of my own, which led to the development of our rackets and eventually the event.”
A structured reward system incentivized participation, with the winner receiving a solitaire diamond ring, followed by a Swiss watch and a Goa travel experience for the first and second runners-up. Commenting on the response, Cotha said, “The level of interest exceeded expectations, both in terms of participation and the number of people wanting to be part of the event.”
Social media played a central role in amplification. The campaign was executed through digital platforms, generating direct enquiries, high participation interest and post-event engagement. A segment of attendees converted into customers during the event, while others moved into the brand’s consideration funnel, contributing to future store visits.
Initiatives such as ‘Ace of Diamonds’ support customer acquisition by shifting engagement from transactional retail to actual experience. By integrating sport, networking and product, the brand reached audiences beyond its existing customer base. This approach supports recall, drives post-event footfalls and builds long-term association with the brand.
As a first edition, ‘Ace of Diamonds’ established a format where community engagement and an integrated brand experience contribute to both visibility and business outcomes.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand currently operates five showrooms in Bengaluru. Its silver and lab grown diamonds brand crash.Club, launched in July 2023, retails through these stores and online.
Written by Achal Chaubey
Retail Jeweller India Exclusive
