The campaign was promoted across social media, offline media, hoardings and influencer collaborations, along with a dedicated brand video released on digital platforms
Jamshedpur: Keshavji Chhaganlal Jewellers is marking its 100th year with a campaign designed to boost festive demand, reward customers and set the tone for its next phase of growth. The brand, founded in 1925, began its centenary celebrations in August 2025, rolling out the ‘10 Lakhpati Winners’ campaign in three phases aligned with the festive season. The initiative focused on increasing footfalls, improving customer engagement and creating high-value rewards for shoppers across its stores in Jamshedpur.
Explaining the intent behind the initiative, Siddharth Adeshra, Director, Keshavji Chhaganlal Jewellers said the campaign was created to connect with the people who helped the brand reach this milestone. “Completing 100 years is emotional for us because we have grown with our customers over generations,” he said. “The centenary campaign was designed to acknowledge that trust and offer something meaningful instead of just running festive promotions.”
The first phase of 10 days in August involved every purchase of Rs 30,000 earning a customer one coupon. Customers holding these coupons entered a lucky draw that announced three winners, each receiving a voucher worth Rs 1,00,000 redeemable at the brand’s store. The second phase coincided with Navratri and Durga Puja and featured a dedicated collection of chains and bangles along with additional purchase-linked offers. This phase also resulted in three winners through the same coupon system. The third phase took place during Diwali with a diamond, polki and antique jewellery mela, announcing four winners. Across all three phases, the campaign created 10 ‘lakhpati’ customers.
According to Adeshra, the format helped drive consistent demand through the extended festive season. “We saw at least a 25% increase in footfalls compared to what we had before the campaign period,” he said. “Even after Diwali, footfalls have stayed strong, which tells us the response was not limited to seasonal interest.”
The campaign also integrated the launch of two new jewellery lines – Utsavya and Ishqiya – by the brand. “Utsavya and Ishqiya allowed us to segment festive and bridal demand without complicating the campaign,” Adeshra said.
Beyond sales-led initiatives, the jeweller has planned year-long activities, including events, schemes and a fashion show as part of the centenary celebrations. The celebrations also include CSR efforts, such as supporting the neonatal ICU setup at the Sri Sathya Sai Sanjeevani Hospital in Jamshedpur.
The campaign was promoted across social media, offline media, hoardings and influencer collaborations, along with a dedicated brand video released on digital platforms as part of the centenary communications. While the brand did see new visitors during the campaign, Adeshra said the core focus remains on its existing base of around 35,000 customers. “Our priority is to serve customers who already trust us. If we can do that consistently, growth will follow naturally,” he said.
Meanwhile, the brand is all set to open a new store in Ranchi in January 2026, marking its first expansion outside home-city Jamshedpur. “We always wanted the 100th year to represent a new chapter, and opening in Ranchi is a key step in that direction,” said Adeshra.
Currently, Keshavji Chhaganlal Jewellers operates two stores located at Sakchi and Bistupur in Jamshedpur, Jharkhand.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
