The campaign responds to a shift in consumer behaviour, where buyers are assessing value and looking for ways to reuse what they already own instead of making full-price purchases
Chennai: NAC Jewellers has launched its ‘Time for Change’ video series, focusing on gold exchange as a route for customers to upgrade existing jewellery. The campaign responds to a shift in consumer behaviour, where buyers are assessing value and looking for ways to reuse what they already own instead of making full-price purchases.
At the centre of the initiative is the brand’s gold exchange programme, which allows customers to bring in old or unused jewellery and convert it into new pieces. The offering gives customers the option to move from older designs to pieces suited to current usage. The process is structured around purity assessment and value calculation, with customers paying only the difference when selecting new jewellery.
Explaining the objective, Nathella Anandha Ramanujam, Executive Director, NAC Jewellers, said, “The core objective of the ‘Time for Change’ series was to encourage customers to rediscover the value of the jewellery they already own. Today’s consumers are more informed and value-conscious, seeking smarter ways to upgrade their jewellery rather than making entirely new purchases. Through this campaign, NAC Jewellers aimed to position gold exchange as a transparent, convenient, and rewarding option that enables customers to transform old or unused jewellery into designs that suit their current lifestyle and preferences.”
The campaign has been developed as a digital-first series. Each video presents situations where customers exchange older jewellery for updated designs, while also outlining the steps involved in the process. The content is supported by social media outreach and in-store digital displays, ensuring that the message reaches customers across multiple channels.
Ramanujam added, “Digital became the primary story-telling platform for the campaign, allowing us to communicate the concept in a simple, engaging, and relatable format. The videos showcased everyday scenarios where customers could exchange outdated jewellery for contemporary designs while highlighting the ease of the exchange process.”
Since its launch, the series has driven engagement across digital platforms, with customers interacting with the content and seeking clarity on how the exchange model works. Store teams have also reported an increase in enquiries, with more visitors initiating discussions around upgrading their jewellery through exchange.
Campaigns built on information rather than promotion help reduce barriers to entry. By explaining the exchange process in a clear format, NAC Jewellers is addressing hesitation and encouraging first-time participation. This approach supports customer acquisition by bringing in buyers who may not have considered exchanging jewellery earlier. It also contributes to repeat business, as customers return to upgrade their collections over time.
For NAC Jewellers, ‘Time for Change’ is not limited to awareness. It links product, process and communication, allowing the brand to engage customers at different stages of their purchase journey while building long-term relationships through clarity and access.
NAC Jewellers was founded by Nathella Narayana Chetty in 1917. The business expanded under his son, NathellaAnantham Chetty, who opened a store in Parry’s Corner, Chennai in 1973. Today, NAC Jewellers has 11 stores in Chennai and an exclusive showroom in Vijayawada, Andhra Pradesh.
Written by Achal Chaubey
Retail Jeweller India Exclusive
