The campaign ran from July 14 to 20, 2025, and was designed to attract attention from people across the city. The idea was to make the community curious, encourage them to participate and lead them to the brand’s newly inaugurated store
Erode: Glow by Kirtilals followed up the launch of its new showroom at Erode in Tamil Nadu with an interactive campaign titled ‘Spot the Glow, Win the Glow’, aimed at building brand visibility. The contest, held from July 14 to 20, 2025, was designed to attract attention and encourage people across the city to visit the brand’s store.
As part of the initiative, 25 posters mounted on temporary hoardings were placed in key locations across Erode. Participants were asked to spot any of the hoardings, click a photo and present it at the new Glow by Kirtilals showroom to receive a complimentary gift.
“We launched this campaign to support the opening of our new ‘Glow by Kirtilals’ store in Erode,” said R. Muthukumar, Vice President – Retail Sales and Operations, Kirtilals. “The idea was simple – to make the community curious, encourage them to participate and welcome them into the store.”
The respondents who visited the store with images of the posters received a token of appreciation and a gift. While participation was modest, the activity provided valuable customer data for the brand. “We gained valuable insights into customer expectations,” Muthukumar observed. “They will help us refine our product strategy to better align with market needs.”
The contest served as more than a launch promotion – it helped the brand better understand local demand while increasing its physical and visual presence in a new market. It also demonstrated the potential of hyper-local engagement to generate awareness in a town like Erode.
By positioning the Erode showroom launch as an experience rather than just a retail opening, Glow by Kirtilals leveraged curiosity to drive foot traffic and deepen early engagement. As the brand expands across South India, such campaigns will likely continue to play a strategic role in connecting stores to their local communities.
Since the launch of its first store in Bengaluru in February 2023, Glow by Kirtilals has expanded to seven locations: Bengaluru, Chennai, Thrissur, Kochi, Tirupur, Hyderabad, and now Erode. Each store reflects the brand’s evolving strategy to connect more closely with regional markets through localized campaigns and customer engagement.
Written by Achal Chaubey
Retail Jeweller India Exclusive
