The brand timed the partnership around its second anniversary and stood out as unique, because most other event partners belonged to the food and beverages category
Hyderabad: Jewellery retailer Devi Pavitra Gold & Diamonds recently participated as the primary jewellery partner for a women-only Radio City cooking contest organized by the radio channel in Hyderabad. The one-day event brought together 150 participants from across the city.ww
The contest was conducted at a large, closed venue in Hyderabad, with Radio City managing the entire process, from promotions and shortlisting to the final event execution. The competition featured well-known food industry personalities as judges, making it a high-engagement gathering centred around home-cooking.
Devi Pavitra chose to associate with the event because of its clear alignment with the brand’s core consumer base, i.e., women. Explaining the decision, Praneeth Kumar, Managing Partner, Devi Pavitra Gold & Diamonds, said, “Our core customers are women, and this event brought them together in one place. That is what made us associate with it as jewellery partner.”
As part of the partnership, Radio City promoted Devi Pavitra across its on-air campaigns for about 15 days leading up to the event. The brand was mentioned as the official jewellery partner during radio promotions, and its logo appeared in digital creatives related to the contest. The jeweller did not run parallel marketing promotions on its own social or retail channels for this initiative, but relied entirely on Radio City’s outreach for visibility.
On the event day, Devi Pavitra set up an exclusive jewellery stall at the venue. Visitors could see the products up close and try them on. The team also actively promoted its gold savings schemes, which, according to Praneeth Kumar, garnered strong interest because of rising gold prices. “We saw good interest in our gold schemes at the event. A couple of customers enrolled on the spot, and several others expressed interest in visiting our store,” he noted.
The brand deployed a small team of staff members at the stall to manage product trials, answer questions and interact with participants and visitors. Since the event was held at a secure venue, the brand was comfortable displaying jewellery on site.
Footfalls at the stall were strong and largely driven by mothers who had come for the cooking competition. The jewellery brand stood out because most other event partners belonged to the food and beverages category. Praneeth explained this differentiation clearly: “All the other event partners were food brands. We were the only jewellery brand there. That made people curious and brought them to our stall,” he said.
Beyond immediate leads, Devi Pavitra viewed the association as a brand-building exercise. “Regular digital campaigns are one way to reach customers. But when women come for a cooking event and see a jewellery brand there, it stays in their minds. That recall is important for us,” Praneeth said.
The timing of the partnership was around the jeweller’s second anniversary. Instead of running a separate anniversary campaign, the brand allocated part of its marketing budget to this event. “We were completing two years, and we wanted people to know about the brand and its journey. Being visible at this event helped us communicate that presence in a different way,” he added.
For Devi Pavitra, the Radio City cooking contest became a platform to engage directly with women in a non-retail environment while showcasing products, promoting schemes, and strengthening brand recognition in Hyderabad.
Devi Pavitra Gold & Diamonds originated as a wholesale store in Vijayawada and launched its first retail store at Kukatpally in Hyderabad. It now operates two stores across Vijayawada and Hyderabad.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
