The campaign, designed to reach out directly to people in residential societies through a range of community-driven activities, helped the brand foster trust and closer ties with its customers. The brand sees long-term potential for business growth through the initiative
Jabalpur: In an effort to engage more directly with families and strengthen its local presence, Kothari Jewellers partnered with Red FM for the ‘Tere Angne Me’ society outreach initiative in Jabalpur. The campaign, designed to bring community-driven experiences to residential societies, helped the brand foster closer ties with its customers.
Chirag Kothari, Director of Kothari Jewellers, explained the thinking behind the collaboration: “We partnered with Red FM for the ‘Tere Angne Me’ initiative as part of a broader strategy to bring the brand closer to its community. Jewellery is often tied to life’s most important moments, and building genuine relationships with our customers is essential.”
The event featured a range of on-ground activities including talent shows, musical sessions, games, cookery contests, and ramp walks—all hosted by Red FM’s RJs. On an average, each location drew about 50 residents. These interactions allowed the brand to connect directly with people in their own settings, strengthening recognition and trust.
“Our key objectives were to build brand awareness in a more personal, creative and engaging manner, to increase footfalls at our showroom, and most importantly, to develop a stronger emotional connect with our target audience,” Kothari shared. “We wanted residents to not just recognize the name ‘Kothari Jewellers’ but to associate it with warmth, tradition and celebration.”
Participants responded positively, expressing appreciation for the initiative. While the campaign is yet to yield measurable footfalls or conversion results, the brand sees long-term potential. “The collaboration has certainly boosted our local visibility and helped us build strong emotional connections within residential communities,” said Kothari. “We believe these efforts will translate into business growth and long-term customer relationships over time.”
Following this success, Kothari Jewellers is considering similar outreach efforts in other residential colonies to continue nurturing community ties and brand affinity.
Founded in 2001 with a single store in Jabalpur, Kothari Jewellers has grown significantly over the years. Its continued support for local events and initiatives reflects its commitment to community engagement in the course of business growth, strengthening its ties with the people of Jabalpur.
Written by Achal Chaubey
Retail Jeweller India Exclusive
