The retailer is viewing the campaign primarily as a top-of-the-funnel brand-building exercise, aimed at creating lasting brand recall
Kochi: Jewellery retailer Nakshatra Gold & Diamonds is tapping into Kerala’s deep-rooted passion for football through its ‘FIFA Predict & Win’ campaign, alongside ‘Penalty Shootout’ contests across 10 locations in Kochi, to boost brand awareness, increase social media engagement and connect with new consumer segments.
Running throughout the ongoing FIFA World Cup timeline, the campaign invites participants to predict the outcomes of select matches featured daily on the brand’s Instagram page. Correct predictions qualify participants for a grand lucky draw, with the winner set to receive a premium diamond ring after the tournament concludes on July 19, 2026. ‘Penalty Shootout’ contests complement the online campaign, as an offline activation allowing football enthusiasts to compete for instant prizes while engaging directly with the brand.
According to Richu Mathew, COO, Nakshatra Gold & Diamonds, the campaign reflects the company’s strategy of creating multiple consumer touchpoints beyond traditional jewellery marketing. “Traditional jewellery marketing relies heavily on festive seasons, weddings and product catalogue showcases. While effective for immediate intent, those formats often miss out on broader cultural moments,” says Mathew.
Nakshatra Gold & Diamonds chose a gamified football campaign as a way to reach audiences that may not currently be in the market for jewellery purchase, but could become future customers. By associating the excitement of the World Cup with the aspirational value of a diamond prize, the brand aims to position itself as a modern and relatable entity.
The initiative has generated strong engagement since launch, with the company reporting an average of approximately 500 daily contest entries. Between 60% and 70% of participants have correctly predicted match outcomes, creating a substantial pool of finalists for the grand draw while significantly increasing social media activity.
Rather than focusing on immediate sales conversions, the brand is viewing the campaign primarily as a top-of-the-funnel brand-building exercise. “Our goal is to expand our digital footprint, reach new audience demographics and build lasting brand recall,” Mathew explains. “This is about ensuring consumers remember Nakshatra when they eventually enter the jewellery purchase journey.”
The campaign also reflects the retailer’s efforts to connect with a broader audience profile. While women remain the primary jewellery-buying demographic, the company recognizes the influence men often have in purchase decisions, particularly within families.
By leveraging football’s widespread popularity across Kerala, the brand has been able to engage younger consumers and male audiences who may not typically interact with jewellery marketing campaigns.
The retailer measures the success of the initiative through digital performance indicators including follower growth, profile visits, engagement rates and organic reach. According to the company, the campaign has delivered strong results across these metrics while maintaining a highly efficient marketing spend.
For Mathew, one of the key lessons from the campaign has been the growing importance of interactive experiences in modern jewellery marketing. “This campaign has proved that consumers crave interactive connection over passive advertising. For a retailer, linking a campaign to a massive global sports property like the FIFA World Cup provides a ready-made wave of organic energy,” he says.
As retailers continue to explore new ways of engaging digitally connected consumers, Nakshatra’s FIFA campaign highlights how jewellery brands can lean into global sporting events and gamification to strengthen brand visibility, expand audience reach and create memorable consumer interactions beyond the traditional retail environment.
Nakshatra Gold & Diamonds is a jewellery manufacturer as well as retailer, with four retail outlets in Kochi, Thoppumpady, Perumbavoor and Aluva in Kerala. Its sister concern, Vea Diamonds, has four outlets in Bengaluru. The brand has been in the Kerala retail market for the last 20 years.
Written by Zara Fernandes
Retail Jeweller India Exclusive
