The campaign, timed to leverage footfalls during Odisha’s popular Raja Festival, gave people the opportunity to try on real gold jewellery in a mall setting, pose for photos and post the images on Instagram. It resulted in high organic brand engagement
Rourkela: Jewellery retailer Prasad Jewellers has made an innovative marketing move by leveraging the culturally significant Raja festival for its Golden Glam campaign—an experiential event conducted at Plutone Mall, Rourkela, designed to turn festive footfalls into organic brand engagement.
Timed with Odisha’s popular Raja festival, which celebrates womanhood, the Golden Glam campaign offered a high-impact, interactive jewellery trial experience. Speaking about the insight behind the campaign, Sourav Prasad, Director, Prasad Jewellers, said, “Raja is a festival that resonates deeply with local communities. We wanted to do something that not only honours that sentiment but also puts the spotlight on our products in a way that’s fresh and engaging.”
The concept featured bold, statement gold chains—styled after the ‘golden boy’ look popular in Dubai—and gave people the opportunity to try them on, pose for photos, and post the images on Instagram. According to Prasad, the goal was clear: “We wanted to build an experience where people would feel excited to interact with the brand, tag us online, and help us build digital visibility while celebrating something personal.”
More than 500 people registered for the activation, and due to high demand, each person was allowed to try only one jewellery piece. “We had to limit each person to one piece because the queues were long. If we had allowed multiple trials, the event would have gone on for several days,” Prasad noted.
Crucially, the brand used the opportunity to showcase all its product categories, offering jewellery lines for men and women. “We used this platform to promote our men’s and women’s collections equally—so customers could see the depth of our inventory and the versatility of gold as a fashion and identity element,” Prasad stated.
The campaign was further amplified by a fashion show at PlutoneMall, organized as part of the wider Raja celebrations. The brand was invited to collaborate, adding another high-visibility channel for the brand during the festive period.
According to Prasad, this was a first-of-its-kind activation in Odisha, and likely across India, in terms of allowing public interaction with real gold jewellery in a mall setting. “There’s always risk when dealing with high-value inventory in a public environment, but our team was confident. We took necessary precautions and executed it smoothly,” he said.
While the campaign was limited to Rourkela, the brand expects the visibility and recall toextend across its other locations in Jharsuguda, Sambalpur and Sundergarh. “There’s no doubt this will create buzz in other cities too. Customers from our other branches are already asking about it. We definitely plan to take this format forward,” confirmed Prasad.
By rooting the campaign in a festival of local relevance while using aspirational product styling and social media to scale visibility, Prasad Jewellers has crafted a model other regional retailers may look to emulate.
“At the end of the day, customers remember experiences more than ads,” Prasad concluded. “Golden Glam wasn’t just about gold—it was about making people feel seen, styled, and connected to our brand in a way they’ll talk about.”
Prasad Jewellers is a 60-year-old jewellery brand in Odisha that caters to consumers across the cities of Rourkela, Sundergarh, Jharsuguda and Sambalpur with one store in each location.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
