The campaign aimed to increase showroom walk-ins. Around 270 residents of six housing societies participated in it
Varanasi: Navratan Jewellers recently executed its ‘Jhumka Gira Re’ campaign in association with Radio Mirchi, aimed at driving brand awareness and community engagement. The 40-day campaign, held from December 15, 2025 to January 1, 2026, covered six Resident Welfare Associations (RWAs) across Varanasi and combined on-ground activities with showroom integration.
The campaign focused on jewellery-based games and quizzes, encouraging family participation. Each of the events had a display of the brand’s jewellery collections. Participants received gift items and shopping coupons with one-year validity. Around 270 residents took part across six housing societies, with 30 of them qualifying for the grand finale held at the Navratan Jewellers showroom. The winner received a pair of earrings worth Rs 1 lakh.
Navneet Taksali, Partner, Navratan Jewellers, said the initiative was structured to increase showroom walk-ins and generate customer data. “When 270 families participated, we received their data and they received our gift coupons. After the campaign, 12 families have already visited our showroom to purchase jewellery,” he added.
According to Taksali, the campaign led to 30-40% rise in footfalls during the activation period. “This was not only a business platform. It involved full family participation and engagement. That bonding became a strong point for us as a brand,” he said.
The ‘Jhumka Gira Re’ campaign forms part of the brand’s strategy to strengthen local recall, expand its customer base and convert community engagement into business opportunity.
Navratan Jewellers began its retail journey in 1992 with the opening of its first store in Lahurabir, Varanasi. The brand currently operates three stores across Varanasi.
Written by Achal Chaubey
Retail Jeweller India Exclusive
