Participation required users to follow the brand on Instagram, with no minimum jewellery purchase or scheme attached
Sambalpur: Mundra Jewels recently concluded a lucky draw campaign aimed at expanding its digital reach beyond its home market, using in-store engagement to support and amplify the initiative during the festive period.
The campaign was launched in November 2025 as a digital-first activity, with the clear objective of increasing the brand’s visibility and follower base on Instagram. At the time of launch, Mundra Jewels had close to 3,000 followers on the platform. By Makar Sankranti, when the lucky draw winners were announced, the brand’s Instagram following had grown to nearly 24,000, adding around 19,000 followers in approximately two months.
The initiative was designed to reach audiences beyond Sambalpur in Odisha, encouraging people unfamiliar with the brand to discover it through social media. Participation required users to follow Mundra Jewels on Instagram, with no minimum jewellery purchase or scheme attached. Four winners were selected, each receiving a cash prize of Rs. 5,000, transferred through cheque or bank credit.
The winners were announced on Makar Sankranti via a live Instagram session. Two of the winners were based in Sambalpur and later visited the store to collect their cheques in person, while the remaining two winners were from outside the city and received their prize money remotely.
“The campaign started as an online activity because we wanted more people, including those outside our local market, to know about the brand,” said Gaurav Mundra, Partner, Mundra Jewels. “Social media allowed us to reach customers beyond Sambalpur and build visibility without limiting the activity to in-store buyers.”
While the campaign originated online, in-store involvement played a crucial role in execution. Store staff actively informed walk-in customers about the lucky draw and encouraged them to follow the brand on Instagram, helping convert physical footfalls into digital engagement.
On Makar Sankranti, the brand also created multiple short videos and live content to promote the lucky draw across Instagram and Facebook, driving final participation ahead of the announcement.
“Involving the store team helped connect offline conversations with our online presence,” Mundra added. “It ensured customers visiting the store also became part of the brand’s digital journey.”
Mundra Jewels currently operates two jewellery stores in Sambalpur, Odisha.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
