The Gujrat-based jewellery brand received positive response on their recent in-store activity
Mehsana: Patel Jewellers recently concluded an in-store engagement activity named Payal Mahotsav at their store, and promoted their silver payal collection, adjacent to the activities.
The event saw the store being decorated imposingly intending to leave a strong visual impression. The multistoried shop was filled with performers draped in traditional Gujarati attire. They carried with them instruments used in native folk dance.
The event commenced with a ceremonial prayer dedicated to Ambe Maa, who is revered as an avatar of goddess Durga. The pooja was followed by the traditional Garba dance. The whole experience was elevated with artists chanting traditional folklore with indigenous instruments. Over 25 women artists and staff members participated in the activity.
The brand looked to significantly market the event as it posted multiple reels on their Instagram page. The brand has a noteworthy following count on the platform, considering the limited demographics they cater to. With just over 22k followers, promotion of such events on the platform presents itself to be a viable option.
The brand also introduced various offers in the light of the event. Customers could get a 20% discount on silver payal jewellery. There were similar offers for other precious metal categories as well.
Such activities, rooted in tradition and culture, reaffirm a brand’s position in their respective domestic markets. Brands which are limited in terms of demographics and distance would find such people-centric promotional activities beneficial.
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