Supported by in-store promotions and other advertising activities, the campaign is designed to keep the Mahotsav visible throughout its duration and encourage customer participation
Mumbai: Jagannath Gangaram Pednekar Jewellers (JGP Jewellers) has rolled out an extensive outdoor advertising campaign across Maharashtra and Goa to promote its annual ‘PainjanJodvi Mahotsav’, using it to strengthen awareness for a key silver jewellery category of foot ornaments.
The campaign, which began in early May and will run up to June 17, has been deployed across regions where the retailer operates stores. Supported by in-store promotions and other advertising activities, the campaign is designed to keep the Mahotsav visible throughout its duration and encourage customer participation.
‘PainjanJodvi Mahotsav’is all about ‘painjan’ (silver anklet or foot ornament) and ‘jodvi’ (silver toe rings worn by married women) – traditional ornaments that continue to enjoy strong demand in Maharashtra. According to Anand Pednekar, Director, JGP Jewellers, the campaign has become an important annual exercise for highlighting the category while driving store visits during the promotional period.
The outdoor campaign allows the brand to maintain visibility in markets where it already has an established presence. By promoting the Mahotsav near its store locations, JGP Jewellers aims to ensure that customers are aware of the ongoing promotion and the product range available under it.
Pednekar said, “For a category like ‘painjan’ and ‘jodvi’, visibility plays a very important role. Customers may already be familiar with the product, but regular communication keeps the category top-of-mind and reminds them of occasions when these purchases are typically made.”
The brand has conducted the same annual promotion for the past three years and has seen it delivering steady growth. This year’s edition has recorded more than 40% growth compared to the previous year, making it the strongest-performing edition so far.
The retailer noted that silver jewellery has remained relatively stable even as high gold prices have affected purchase quantities in the gold segment. This has helped sustain demand for categories such as ‘painjan’ and ‘jodvi’ during the campaign period.
At the same time, product preferences within the category are expanding. While traditional designs continue to account for a significant share of demand, lighter-weight products have also gained traction among younger consumers. The retailer has particularly seen growing interest in singleanklet styles, which are being purchased by women, irrespective of marital status.
“Earlier, ‘painjan’ and ‘jodvi’ purchases were largely linked to a specific customer profile. Today, lighter designs and new styling options are bringing additional customers into the category. That has been one of the most encouraging trends we have observed over the last few years,” said Pednekar.
Such campaigns demonstrate how focused marketing support can help sustain demand for traditional jewellery segments while expanding their reach to newer customer groups.
JGP Jewellers operates 10 stores in Mumbai, 12 stores across the rest of Maharashtra and three stores in Goa.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
