The campaign has allowed the brand to build user-generated content, visibility and emotional connection with consumers in the festival period
Ratlam: DC Jewellers has used Raksha Bandhan to build a campaign around promises between siblings and loved ones, shifting the focus from gifting to the relationships behind the festival. Named ‘Promise With DC’, the initiative invited participants to share a photograph with a loved one and make a personal promise, turning the campaign into a participative one.
Launched on August 14, 2026, the digital campaign has received positive response in its first few days, according to the brand. The format encouraged participants to create and share their own content while tagging DC Jewellers and the person for whom the promise was being made. This helped the campaign extend beyond the brand’s own social media communication.
“In Indian culture, we have many festivals, but we often do not have the time to meet and connect with our family and loved ones. ‘Promise With DC’ is built around the emotional essence of Raksha Bandhan and the promises, love and bond shared between siblings and loved ones. We wanted people to celebrate these relationships through a meaningful promise,” said Mohit Soni, Business Head, DC Jewellers.
To participate, users were required to follow the brand’s Instagram account, like the campaign post, upload a photograph with the person who was most special to them and complete the campaign’s promise statement. Participants also had to tag DC Jewellers, use #PromiseWithDC and tag the person for whom the promise was being made. The brand specified that all steps were mandatory, with one entry permitted per participant.
The campaign will have 21 winners. The first winner will receive a gold coin, while the remaining 20 winners will receive silver initials of their names. The rewards add to the allure of the campaign while keeping the focus on personal relationships and promises.
The campaign also gives DC Jewellers a user-generated content route, allowing consumers to become part of the communication rather than only interact with a branded post. This can help the retailer build visibility through participants’ personal networks while creating a larger pool of content around the campaign.
Festival-led initiatives with participation mechanics can support both brand building and customer acquisition. By giving consumers a reason to interact with the brand before entering a store or making a purchase, such campaigns can create an additional touchpoint during periods when jewellery buying is already linked to occasions and gifting.
For DC Jewellers, the campaign also places the brand within conversations around relationships and celebration rather than limiting its Raksha Bandhan communication to products. This approach allows the retailer to build familiarity with audiences through a social activity while keeping the brand present throughout the festive period.
“The objective was not only engagement or visibility. The core was to create an emotional connection, while the participation format naturally brought engagement and brand visibility into the campaign. The response so far shows that consumers have connected with the idea and participated in celebrating their relationships,” Soni added.
Founded in 1920 in Ratlam, where its flagship store operates, DC Jewellers is also present in Indore with its second store.
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