Planned across digital, outdoor and in-store formats, the campaign aimed to create consistent recall and drive store walk-ins during the key buying period
Lucknow: Lala Jugal Kishore Jewellers recently rolled out a 360-degree marketing campaign to build visibility and customer engagement for its festive season activity. The campaign, planned across digital, outdoor and in-store formats, was designed to create consistent recall and drive store walk-ins during the key buying period. ‘Naayaab’, the Awadhi-inspired festive collection by Jewels of Awadh and Tanya Rastogi, served as the central product theme for the communication.
According to the brand, the digital component delivered high reach. Content formats included reels showing elements of craftsmanship, styling options and behind-the-scenes processes related to the collection. These formats helped maintain steady engagement throughout the festive cycle.
Outdoor hoardings across high-traffic locations in Lucknow supported the digital push by strengthening recall among local festive shoppers. This combined visibility helped direct customers towards the showroom during the season.
At the store level, the brand created interactive touchpoints to deepen engagement. These included styling discussions, Polki information counters, walk-throughs on craftsmanship and consultation areas. The activities were planned to help customers understand the detail behind the collection and to support decision-making during the buying process.
The integrated approach led to a 25% rise in footfalls for the period. The brand also saw visits from customers based outside Lucknow, including second-generation patrons now settled in other cities. Regional media outlets covered the launch activity, adding further reach.
Speaking about the initiative, Tanya Rastogi, Director, Lala Jugal Kishore Jewellers & Jewels of Awadh said, “Naayaab is a tribute to the soul of Awadh, its beauty, its craftsmanship, and its timeless charm. This launch reflects not just our creative vision but also our commitment to engaging with today’s consumer in meaningful, modern ways. The response has been overwhelming.”
Lala Jugal Kishore Jewellers 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.
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