By tying upa digital contestwith an in-store experience, the brand strengthened its presence both online and offline, subtly linking cultural engagement with brand familiarity and future sales potential. It could reach new customers and support local talent
Nashik: To mark World Music Day, Dande Gold & Diamonds launched a unique music competition aimed at engaging local youth and adding to its digital reach and in-store engagement. The initiative, executed primarily through Instagram, invited participants to share videos of themselves performing music either by singing, playing instruments or creating remixes using the hashtag #MyMusicDaywithDGD. Winners were invited to the store for felicitation.
“Our aim was to motivate the younger generation to showcase their creativity through music,” said Anil Dande, Partner at Dande Gold & Diamonds. “Social media, especially Instagram, is where most of them are. We thought this would be the best platform to connect.”
Though registrations were modest, the brand considered the initiative a success in terms of engagement and footfalls. “We got a good response from the youth. They followed and tagged our page as required,” Dande noted.
While the initial stage of the campaign was online-only, the winners were later required to be at the brand’s store for felicitation, turning the digital participation into in-person engagement. “We called them to our store, gave them gifts, served tea and coffee, and took their photos. They also got a chance to see our in-store museum,” said Dande, referring to the museum that showcases the legacy of the brand’s founder and serves as a point of interest for first-time visitors.
According to Dande, the decision to hold the in-store felicitation was not just about rewarding winners. “We wanted people to know where Dande Gold & Diamonds is located. We have branches in Nashik Road, Sinnar and another one is coming up in Sangamner,” he said. “When people visit, they explore the store and understand our offerings. Even if they don’t make an immediate purchase, they may return later.”
The campaign did not result in instant sales conversions, but Dande views it as a long-term branding exercise. “This was an activity to ensure footfalls. People came to the store through the campaign. That increases brand recall, and sales follow gradually,” he said.
Looking ahead, the brand is considering more such cultural and creative engagements. “Yes, we do plan to continue such initiatives. It helps us reach new customers and also supports local talent,” said Dande.
By combining digital outreach with a physical in-store experience, Dande Gold & Diamonds used World Music Day to strengthen its presence both online and offline, subtly tying cultural engagement with brand familiarity and future sales potential.
For more than 98 years, Dande Gold & Diamonds has been a trusted name in the jewellery industry. With its flagship store in Nashik, and another store at Sinnar launched in 2023, the brand has built up a loyal customer base. Its upcoming 100-year celebration is expected to be another milestone in its eventful journey.
Written by Achal Chaubey
Retail Jeweller India Exclusive
