Mahabir Danwar Jewellers attracts potential customers with pan-India ‘Couple No. 1’ campaign

For the jewellery brand, this activity acts as a branding and customer engagement exercise which it leverages to promote itself. In a span of one month, the brand has already received extensive positive feedback from its customers

Kolkata: Bringing married couples together for an extensive campaign under the Couple No. 1 banner has been an excellent move by Mahabir Danwar Jewellers in rejigging their customer base since the last two years. Now in its third season, the nationwide competition has gained more traction over the two seasons, having received over 1000 entries so far in September alone.

The campaign, relaunched annually with a fresh theme, is designed to engage and attract potential jewelry consumers, expanding the brand’s target audience. Hence, couples from all over the country are invited to join the contest. 

“Out of the numerous entries we have received so far, 100 couples will be selected based on different factors such as their way of interacting with one another, their presentation, a questionnaire and more,” said Vijay Soni, Director, Mahabir Danwar Jewellers. Soni elaborated on this year’s theme ‘Ishq Vishk’, reflecting that the selection process of the couples will go beyond their show of love for one another.

The jeweller is actively promoting the campaign through a combination of online platforms, local media channels, and print advertising. All entries are handled online, providing participants with a convenient way to engage directly with the brand. “The participation and selection will continue till the deadline. We also have a jury in place that will shortlist the finalists and choose the winner. Since the campaign is open to all, we are still receiving entries,” added Soni. He mentioned that there were couples from other countries who had participated in the campaign last year.

The jeweller’s Instagram handle showcases numerous reels highlighting the participants, many of whom are visiting the store and participating in the campaign for the first time. In addition to sharing their excitement, some couples also recount their experience visiting the brand’s showroom, describing the pleasure of browsing through the jewellery collections.

The grand finale of the campaign will be held on November 10, 2024, closing with the selection of the winning couple that will win a free trip to Vietnam. “As the campaign continues, the brand is engaging with the audience, and we are using this occasion to promote our bridal wear and occasion wear jewellery categories,” he said.

The jeweller pointed out that while the campaign has quickly caught on with its customers who are reaching out and appreciating the effort, the direct impact on the sales is yet to be gauged. For Mahabir Danwar Jewellers, this activity also acts as a branding exercise which it leverages to promote itself.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive