K M Choksi Jewellers launches digital contest to engage customers, improves brand visibility 

According to the brand, the launch of a new collection marked the right opportunity to resume the brand’s offline advertising, which helped understand the impact of hoarding promotions 

Surat: To bolster the promotion of its newly launched collection and bring attention to offline and outdoor advertising, K M Choksi Jewellers launched a digital promotion activity, encouraging its social media audience to participate. The brand’s Instagram handle invited its viewers to create reels any location in the city, with the advertising hoarding in the background. 

Having one showroom in Surat and another in Kosamba, the jeweller has observed that offline promotions and advertising in the form of hoardings are the simplest way for the brand to boost their visibility in the city. Hence, the hoardings are prominently and strategically placed on busy crossroads and streetsfor easy visibility. 

“The collection named Amaya was launched in May, and we wanted to promote it on a large scale. As a jewellery brand, we believe that offline advertising is as important as online promotion. So, we planned the hoardings for the collection and then got consumers to engage with it,” said Hemali Soni Bhauwala, Operational Head, K M Choksi Jewellers Pvt Ltd. 

The brand had initially paused the hoarding ads in the months of February, March and April 2024, to gauge the effect of the promotions. After noticing that offline promotions could immensely influence the brand’s image and product promotion, the jeweller restarted offline hoardings after a hiatus of three months.  

According to Bhauwala, the launch of the new collection marked the right opportunity to resume offline advertising, which enabled the brand to understand how it was necessary for marketing jewellery. 

The digital marketing, which comprised the online reel contest, was targeted at the urban population of Surat, teeming with tech-savvy youngsters who are informed of the impact of social media. 

By the end of the recently concluded digital contest, about 10 to 15 entries of reels were submitted to the brand. “Many people were shy to shoot reels and tag a publicly known brand, which would give others access to their content. Going by this reason, the number of reels we have received is positive,” she added. 

Out of these, three of the best reels have been posted on the brand’s social media handle. Bhauwala said that the winner of the contest, that went on for a month and a half, would be selected based on the number of times they reposted or reshared the reel. “We will choose one winner among the three, who will be rewarded with a gift hamper. We are impressed with the engagement that this online contest has generated and the attention it has brought to the hoardings, as this is a first for us,” she explained.  

The brand is also keeping an eye on the impact of the promotions, noting that about 30-35% of the total walk-ins at the Surat store have inquired about the online campaign since its commencement. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive