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Orra’s latest EMI campaign garners millions of views, drives diamond sales amid pandemic

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Orra's latest EMI campaign garners millions of views, drives diamond sales amid pandemic

Buying diamond jewellery has never been this stress-free. ORRA is boosting diamond jewellery purchase by launching a new EMI scheme which gives customers the convenience to purchase jewellery and pay later in the form of monthly instalments. It offers instant, hassle-free credit and is aimed at simplifying the way customers purchase jewellery. Another attractive thing about the scheme is that unlike other EMI schemes in the market, there is 0% interest levied on the customers.

Their latest video commercial underlines the absolutely relatable budgetary allocations every couple goes through. The ad shows a couple putting every major milestone in their lives at the back burner to invest at present. However, when the lady is shown a brilliant diamond neckpiece range, she refuses to buy, keeping the household expenses in mind. The husband urges to buy instead to sustain his wife’s happiness. Released on October 14, the video has garnered over 5.4 lakh views at the time of writing this piece.

Speaking about the scheme, Dipu Mehta, Managing Director, ORRA, said, “The EMI scheme is available across all categories above a certain value, giving our customers a wide choice across the range of diamond and gold jewellery. ORRA has a strong customer feedback program, which has indicated that the EMI scheme has been positively received by both online and offline customers. The interest-free scheme enables our customers to purchase a higher value of jewellery with the convenience of deferred payments giving them a stress-free shopping experience.”

As per the scheme, the customers will have to purchase a minimum of Rs 25,000 worth of jewellery in order to get eligible for it. Dipu Mehta feels that jewellery purchases are now a round-the-year phenomenon with people buying diamonds not just during the festive season but also on special occasions like birthdays and anniversaries. Given this demand, the EMI scheme will be valid even post-festive season, Mehta said. 

Apart from increased enquiries from walk-ins at the stores, ORRA’s social listening posts indicate a strong customer buy-in for this scheme. The brand is seeing a higher engagement on social media and positive feedback post-purchase regarding the EMI scheme. “With a steep rise in engagement, we have seen the off-take across segments. What we have specifically seen is the increase in value per customer, made possible by the EMI facility,” said Mehta.

Written by Manoj Chakraborty

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