The ‘Shop and Win’ campaign helped generate early footfalls during the Ranchi store’s first month of operations, and built visibility for the brand
Ranchi: To mark the opening of its new store in Ranchi in January, Jamshedpur-based Keshavji Chhaganlal Jewellers rolled out a month-long ‘Shop and Win’ campaign, that ran from January 24 to February 23, 2026. The campaign introduced the brand to a new market and was structured around weekly draws, culminating in a mega draw on March 7, 2026.
“This was our inaugural offer for the Ranchi store,” said Siddharth Adeshra, Director, Keshavji Chhaganlal Jewellers. “Since we are originally from Jamshedpur and this was our entry into Ranchi, we wanted to do something beyond the usual discount schemes that most brands run during store launches.”
Under the campaign structure, customers received one coupon for every Rs 30,000 worth of jewellery purchase. Purchases above Rs 1 lakh qualified customers for a separate coupon for a mega draw offering a Tata Sierra as prize. Each week during the campaign period, seven customers won gold coins and one customer won a scooter. The final mega draw awarded a Tata Sierra to the winner, in addition to picking the last set of weekly gold coin and scooter winners.
“There was already a lot of hype around the Tata Sierra car, and that helped us create excitement around the campaign,” Adeshra said. “We were planning an inaugural offer, and the car added that extra buzz.”
The first two weekly draws were conducted at the new store premises. The third weekly draw was organized at a nearby mall, where the brand booked a dedicated section to increase visibility. Engagement activities such as a gold bar challenge and interactive games were conducted at the mall to attract footfalls and build awareness among the local audience. The mega draw on March 7 was held in a banquet hall to accommodate the large turnout.
“The activities at the mall were mainly for awareness,” Adeshra clarified. “The actual prize eligibility was only for customers who made purchases of Rs 30,000 and above, and Rs 1 lakh for the Tata Sierra coupon.”
The campaign was promoted through city-wide hoardings, social media outreach and print advertisements. According to Adeshra, local press advertising delivered the strongest response. “For us, print media worked best,” he said. “Local newspaper ads had more widespread reach.”
While the brand has been operating in Jamshedpur for nearly 100 years, Ranchi is located approximately 120 kilometres away, and the team was initially unsure about brand awareness levels in the city. “Surprisingly, nine out of 10 customers who visited had already heard of the brand,” Adeshra noted. “Some had even travelled to Jamshedpur earlier to purchase jewellery from us.”
Although the Ranchi store does not yet have a previous performance benchmark for comparison, Adeshra observed that wedding jewellery buyers showed strong interest during the campaign period. “It is still the wedding season,” he said. “Customers understood that higher purchases meant more coupons and a higher probability of winning.”
By combining a structured reward system with city-wide promotion and on-ground engagement, the ‘Shop and Win’ campaign helped generate early footfalls during the Ranchi store’s first month of operations, while reinforcing the brand’s transition from a long-established Jamshedpur retailer to a growing regional presence.
Keshavji Chhaganlal Jewellers, established in 1925, grew from a small store to two large format showrooms in Jamshedpur, and recently ventured outside its home market to open its first store in Ranchi.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
