The Mahindra Thar grand prize was chosen after the retailer carefully assessed local consumer preferences, identifying it as one of the most aspirational vehicles for its core customer base
Pune: To support the relocation of its renovated Chakan showroom, Dilip Sonigara Jewellers recently introduced a six-month ‘Super Bumper Offer’ campaign, featuring a Mahindra Thar as the grand prize. The campaign was designed to drive footfalls to the new store location while sustaining customer engagement and sales during the transition.
According to Karan Sonigara, Director, Dilip Sonigara Jewellers, the campaign was rooted in a practical business objective. “We had just renovated our Chakan store and moved to a new location within Chakan itself. We wanted to transfer all our footfalls from our old location to the new location, so we needed something that would grab attention,” he said.
The Mahindra Thar was chosen after the retailer assessed local consumer preferences in Chakan, identifying it as one of the most aspirational vehicles for its core customer base, particularly middle-aged consumers. “A car is an aspirational product. We figured that it would get us the attention we needed. Having it displayed in front of the store would automatically point people to the new location,” Sonigara said.
The Super Bumper Offer ran for six months and linked participation directly to quantum of jewellery purchase. Customers received one coupon for every Rs 25,000 spent on gold jewellery or every Rs 10,000 spent on silver jewellery. At the end of the campaign, one winner was picked through a draw, to take home the Mahindra Thar. To sustain excitement throughout the six-month period, the retailer also conducted monthly lucky draws for Bullet motorcycles.
On silver jewellery purchases having a lower eligibility threshold for the draws, Sonigara said, “Silver is a higher margin category, but the ticket size in it is not that big.”
The campaign was built on transparency and a highly participatory process. Dilip Sonigara Jewellers ensured that customers filled out and deposited their own coupons into an in-store ballot box, which remained under CCTV surveillance after business hours. “The churning of the box and the removal of the ticket was all done in front of customers,” Sonigara said. The approach helped build trust and contributed to a strong customer response and encouraging sales results.
The campaign also provided insights into how promotional strategies may need to differ across markets. “For Tier II towns, we would definitely try to do things like this because we felt that customers here respond better to lucky draws,” Sonigara observed. “In Tier I cities, we feel that people respond better to upfront cash discounts or fixed incentives instead of something random they might or might not win.”
For Dilip Sonigara Jewellers, the Super Bumper Offer demonstrated how a well-designed promotion can solve a specific business challenge. By aligning the campaign with specific consumer aspirations and maintaining sustained excitement through the six-month initiative, the retailer successfully supported its store relocation while keeping customers engaged and driving sales.
Dilip Sonigara Jewellers operates six stores, predominantly situated in the Pimpri-Chinchwad (PCMC) and Pune regions. Additionally, they have an exclusive premium brand boutique called Mohini by Dilip Sonigara located in Chinchwad.
Written by Zara Fernandes
Retail Jeweller India Exclusive
