#JataaoAurJeeto: Aisshpra Gems and Jewels celebrates love in its purest form through V-Day campaign

Alongside the campaign, the brand has unveiled its ‘U and Me’ collection, drawing inspiration from love in all its hues

Gorakhpur: “Love is for all,” says Saumitra Saraf, Director of Aisshpra Gems and Jewels, talking of the motivation behind the brand’s Valentine’s Day campaign ‘Jataao Aur Jeeto’. Running from February 3 to 12, 2025, the campaign embodies the spirit of love in its purest form, beyond just romantic love. It encompasses the bonds shared between siblings, friends, parents and grandparents. Alongside the campaign, the brand is unveiling its newest collection, ‘U and Me’ for Valentine’s Day, drawing inspiration from love in all its facets. This approach broadens the appeal of the collection to a wider audience, making it an inclusive and commercially viable offering for the brand.

To engage customers visiting the store, the brand is also organizing a ‘Jataao Aur Jeeto’ contest where participants can express their love for anyone special in their life—be it a grandparent, sibling or best friend—by clicking a picture and pairing it with a heartfelt tagline. They must then post it on their social media pages while tagging the brand’s official Instagram handle. For Aisshpra, this user-generated content not only enhances brand visibility but also fosters organic engagement and emotional connections with the brand.

The second component of the campaign focuses on driving in-store visits. Customers are invited to explore the Valentine’s Day collection and click a selfie with their favourite piece—without any obligation to make a purchase. By posting the selfie on social media and tagging the brand, participants stand a chance to win exciting prizes, with the most liked entry being rewarded. This strategy effectively increases footfalls, provides customers a hands-on experience with the collection, and fosters stronger brand loyalty, says Saraf.

Aisshpra has been making headlines through a diverse range of marketing initiatives, such as nail art sessions and a fashion runway event involving customers across its showrooms.

Aisshpra Gems and Jewels, a third-generation jewellery brand established in 1940, currently operates 11 stores across Uttar Pradesh and has ambitious plans to expand its footprint to 25 franchise locations by the end of 2025.

Written by Megha Misra

Retail Jeweller India Exclusive