GRT Jewellers unveils new Rajahmundry showroom with MR-based customer experience via Print ad

Featured in three top Telugu newspapers, the Mixed Reality (MR) campaign brought to life the new store – the brand’s 61^st retail outlet – and ensured immersive customer engagement, both online and offline

Rajahmundry: When GRT Jewellers launched its new showroom at Rajahmundry in Andhra Pradesh recently, it brought to life the retail outlet with good use of Mixed Reality (MR), blending the physical and digital worlds. Print ads with the QR code leading to the MR experience went live on three leading Telugu publications – Eenadu, Sakshi and Andhra Jyothi – and ensured an immersive kind of customer engagement, both online and offline.

The new showroom is the 61^st retail outlet of GRT Jewellers and is situated at Delux Center, Main Road, Near Syamala Theatre in Rajahmundry.

Upon scanning the QR code, the Print ad transformed from a static to an immersive 3D experience of the new showroom and the brand’s offers for buyers present during the launch. The experience then led to GRT’s brand film starring actor and brand ambassador Trisha playing over a 3D model of the new showroom. A call-to-action (CTA) feature functioning as a store locator was part of the experience, ensuring fewer drop-offs from the print ad.

GRT Jewellers’ foray into MR marks the beginning of a new phase of retail advertising. With MR experiences incorporated into the media mix, the brand’s ability to boost walk-ins have a much greater chance than static ads. With diminishing attention spans, MR is a great tool, offering a level of depth and interactivity that turns an audience member into an active participant in the brand story. It thus creates a personal connection which turns curiosity into engagement, and that engagement finally into action.

The GRT Jewellers MR campaign amounted to more than a promotional tool. More inclusive and action-driven, it resulted in greater brand recall. “A new era of retail experience begins! Stepping into a new era, as we blend cutting-edge technology with our exquisite jewellery collections,” said an Instagram post by GRT Jewellers, inviting customers to try out the MR experience.

The MR campaign for GRT Jewellers was executed by media agency Mindshare, in collaboration with Flam.

GRT Jewellers operates 61 retail stores across India, having celebrated the launch of its milestone 60th store at Anantapur in Andhra Pradesh before the opening of the Rajahmundry store. The brand has an international presence with one store each in the UAE and Singapore.

Retail Jeweller India News