From on-field awards to in-store gatherings, the association allowed the brand to enter doctors’ family conversations naturally, extending its reach beyond the players to the households around them
Jaipur: Motisons Jewellers recently associated with the first edition of the Doctors Corporate League (DCL), a city-level cricket tournament exclusively for doctors aged 40 and above. The association enabled the jeweller to engage a niche professional group through a mix of sport, social interaction and family-level outreach.
Held from September 7 to October 25, 2025, the Doctors Corporate League brought together around 150 doctors across eight teams, with participants from Jaipur and nearby cities. Motisons was approached at an early stage, before the tournament formally took shape. Prakkhar Chhabra of Motisons Jewellers said the brand’s association focused on building long-term familiarity rather than getting immediate returns. “Most of the doctors playing are in a phase where their families are preparing for weddings and important milestones. We wanted to know them personally and create a comfort level that goes beyond a single event,” he explained.
A key element of the brand’s strategy was on-field recognition through gift cards. Every match featured Man of the Match, Best Batsman and Best Bowler awards, each accompanied by Rs 2,100 Motisons Jewellers gift cards. Tournament winner team members received gift cards worth Rs 5,100 each, while members of the runners-up team received Rs 3,100 gift cards. In total, close to 400 gift cards were distributed during the tournament.
According to Chhabra, the intent was for the gift cards to extend engagement beyond the ground. “The tournament is for men, but jewellery buying in most households is driven by women. When doctors took these gift cards home, they naturally reached their spouses, who then came to the store to use them,” he said. This helped the brand connect with entire households rather than only the players.
Motisons also hosted an in-store gathering for participating doctors during the tournament, offering a guided viewing of jewellery collections. The focus, the brand said, was on creating a relaxed experience rather than pushing sales, allowing visitors to spend time at the showroom and interact with the team.
The league followed a staggered format, with non-match days filled with roadshows and promotional activities. Engagement extended to a league picnic, where Motisons set up a stall offering astrological consultations, palmistry and guidance on zodiac gemstones. Based on discussions with the organizers, the brand felt this would resonate with doctors, many of whom balance scientific practice with strong personal belief systems. According to the brand, the stall remained active for four to five hours with continuous interaction.
While Chhabra noted that the association has not yet delivered significant direct business, he described it as a long-term effort. “We are around break-even today. This is something that will show its value over time,” he said.
Motisons Jewellers currently operates three retail showrooms, all located in Jaipur, Rajasthan. These include its flagship Motisons Tower on Tonk Road and two more outlets in Johri Bazaar and Vaishali Nagar.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
