With strong participation across the brand’s five stores, the campaign incentivized festive buying with a spiritual outcome, improved brand recall and supported sales during a key festive period
Lucknow: Lala Jugal Kishore Jewellers ran a lucky draw campaign titled ‘Win a Free Trip to Ayodhya’ during the Chaitra Navratri period, when Ram Navami is celebrated in North India, aligning jewellery purchase with a culturally significant occasion to drive customer engagement and store activity. The initiative incentivized festive buying with a spiritual outcome.
The campaign was structured around purchase-linked participation, where customers shopping above a defined value qualified for the draw. Conducted over a limited festive window, the format created urgency and encouraged decision-making within the period. The grand reward, a sponsored trip to Ayodhya, was positioned as the central incentive, linking the campaign directly to the significance of Ram Navami.
Tanya Rastogi, Director, Lala Jugal Kishore Jewellers& Jewels of Awadh, said, “The idea was to make Ram Navami more meaningful for our customers by connecting their purchases with a journey that holds spiritual value.” The approach moved beyond standard rewards, introducing a format that tied jewellery buying to belief and tradition.
The initiative recorded participation of more than 2,000 customers across multiple stores. As part of the campaign, five winning couples – one from each participating store – were selected through the lucky draw to receive the sponsored trip to Ayodhya. This structure ensured representation across locations while maintaining a focused reward pool.
The campaign drew in families, couples and other buyers making purchases for weddings and religious occasions, in alignment with the brand’s intended audience. The choice of an Ayodhya trip as the reward played a key role in shaping customer perception. As a destination associated with Lord Ram, the trip carried cultural relevance, allowing the campaign to resonate with buyers who view jewellery purchase as part of rituals and milestones. This connection contributed to higher involvement, as customers associated the campaign with both celebration and belief.
Rastogi said, “We wanted to create something that goes beyond a promotional offer and becomes part of how customers celebrate the festival.” The campaign also supported brand recall, as the reward structure differed from conventional discount-led formats, making it easier for customers to remember and talk about the initiative.
Such initiatives that align promotions with cultural moments help jewellery brands build relevance. By introducing a reward that carries meaning for the target audience, retailers can attract new customers while strengthening engagement with existing ones. Campaigns structured around participation and experience also support customer acquisition by offering a clear entry point into the store. For Lala Jugal Kishore Jewellers, the Ayodhya campaign functioned as both a driver of festive sales and a tool to build long-term recall through a differentiated approach.
Lala Jugal Kishore Jewellers is known for combining heritage-led design with contemporary appeal. The brand creates bespoke pieces using traditional techniques, maintaining a focus on jewellery rooted in Indian cultural practices while connecting with today’s consumer. The jeweller operates five stores in Lucknow.
Written by Achal Chaubey
Retail Jeweller India Exclusive
