MGK & Sons Jewellers hosts ‘Miss Rajasa’ jewellery pageant to engage local community, amplify reach

The initiative engaged long-time patrons, generated brand curiosity amongst new customers and organically amplified brand reach through the customers’ informal networks and social media channels

Sangamner: M.G. Kajale & Sons Jewellers recently hosted the ‘Miss Rajasa 2023’ beauty and jewellery contest at their Sangamner showroom. The contest was inspired by the 70-year-old legacy brand’s eponymously named, newly launched collection which includes heritage and antique pieces. 

Customers who purchased jewellery from the store were encouraged to participate in the contest. Incentives in the form of lucrative discounts were provided to those who agreed to enter. The contest was thematically curated to feature the store’s jewellery – participants were asked to dress in their best ethnic and western wear, and style their jewellery and accessories with the outfits. 

The Miss Rajasa pageant attracted over 200 participants, who then had to create a photograph or a short reel, which the brand would then upload on its social media handle. These, in turn, could be shared widely by the participants themselves. Members in the audience were required to follow the brand to verify and authenticate their vote – and those who got the highest number of likes and comments received bumper prizes and a trophy from M.G. Kajale & Sons Jewellers. 

The initiative helped involve the local community, engage long-time patrons, generate brand curiosity amongst new customers and organically amplify brand reach through the customers’ informal networks and social media channels. It also helped showcase the brand’s jewellery on a public platform.

Sarthak Phatangare, Head of Marketing, M.G. Kajale & Sons Jewellers, said, “Our contest was open to our target women audience from Sangamner and surrounding areas in Maharashtra. We received several enquiries from existing customers as well as potential walk-in clients. We had also invited local women who have a burgeoning social media presence to be part of the contest. We had organized Miss Rajasa 2023 to tackle sales, social media reach and customer engagement, and received a healthy response on all three fronts.”

The contest featured interesting and mutually profitable intra-city collaborations. For instance, the brand partnered with local beauticians, where customers were encouraged to dress up for their photoshoots. This was a gesture of reciprocity towards the salons who provided references to the brand about customers who had upcoming weddings or other occasions that required jewellery.

“In a relatively rural part of the country like Sangamner, word-of-mouth publicity and cultivating personal relationships with our clients helps boost the brand’s stature more than social media engagement. Organizing such events has helped foster a sense of loyalty towards M.G. Kajale & Sons Jewellers and provided quick and effective referrals,” Phatangare added.  

While this was the inaugural year of the pageant, M.G. Kajale & Sons Jewellers hosts several events year-round to engage the community and highlight seasonal collections – and these brand activities have generated over 3,000 new footfalls from Sangamner and the adjoining talukas of Sinnar and Akule. Examples include the ‘Mangalsutra Mahotsav’ during the wedding season and a showcase that highlights silver jewellery and articles which are traditionally purchased during the auspicious month of Shravan. They also organize events for those engaged in agrarian occupations and felicitate farmers who contribute to the social fabric and economy of the city.

Written by Harshita Kale

Retail Jeweller India Exclusive