Through radio, the activity gained credibility and generated a buzz about the brand across Raipur and nearby towns
Durg: Saheli Jewellers recently collaborated with MY FM Raipur to conduct the ‘Kismat Ki Chabi’activity, designed to increase visibility and strengthenengagement with customers. The idea behind the collaboration was to align the brand with a trusted and mass-reach platform that already holds strong emotional connect with audiences in the region. Through radio, the activity gained credibility and generated a buzz about the brand across Raipur and nearby towns.
The campaign structure was built around distributing ‘keys’ through multiple channels. Newspaper advertisements invited readers to cut and bring ads to the store in exchange for a key, while radio ads shared phone numbers that listeners could call to receive one. Social media campaigns asked participants to fill out forms for keys, and the team even conducted door-to-door promotions. This wide distribution ensured a large and diverse participation base.
At the jeweller’s showroom, three boxes labelled Gold, Diamond and Silver were set up, each containing prizes corresponding to the category. Every customer with a key was allowed one attempt on each box, and whichever box their key unlocked determined the prize they took home. Close to 1,000 people participated, including young couples, working professionals and home-makers, creating a lively atmosphere at the store.
Explaining the thought behind the partnership, Sumit Jain, Director, Saheli Jewellers, said, “We partnered with MY FM Raipur because it is one of the most trusted and widely followed radio stations in the city. Their credibility and reach helped us create strong buzz, generate curiosity and connect with a wider audience across Raipur and nearby towns.”
The main objective of the activity was brand visibility and customer engagement. The campaign directly translated into increased store footfalls and enquiries. “While sales was not the primary focus, the campaign drove a 20–25% sales increase, alongside a sharp rise in store footfalls and enquiries.Many first-time visitors explored our collections, while regular customers felt valued and rewarded,” noted Jain.
Established in 1983, Saheli Jewellers currently operates a single store in Durg, Raipur. The brand sees such experiential campaigns as important in promoting brand recall, enhancing loyalty and ensuring long-term customer relationships in the region.
Written by Achal Chaubey
Retail Jeweller India Exclusive
