Efforts are on to support the offline campaign through digital, television, print and in-store communication to create continuity across customer touchpoints
Jammu: Rakesh Jewellers recently rolled out a city-wide outdoor campaign across prominent locations in Jammu, using billboard placements to increase brand recall and strengthen its presence in the market. The campaign focused on locations with consistent high movement and strong visibility potential, including transit corridors and commercial zones that attract both residents and visitors.
According to the brand, the intention was not simply to increase media presence but to place communication where consumers naturally spend time and make everyday decisions. Locations around major commercial and tourist movement zones were selected to maximize reach and sustained exposure.
Commenting on the initiative, Sahil Mahajan, Director, Rakesh Jewellers, said, “Outdoor advertising continues to hold value because it creates a visible and trusted presence in the city. In categories like jewellery, customers still associate physical visibility with credibility, and that makes outdoor an important part of our communication mix.”
Efforts are on to support the offline campaign through digital, television, Print and in-store communication to create continuity across customer touchpoints.
Unlike highly detailed story-telling formats used in digital campaigns, the outdoor exercise was designed around immediacy. The communication relied on short, high-impact messaging intended to build brand awareness, reinforce credibility and maintain relevance within the local market context.
According to the brand, the campaign was planned not as a short-term visibility exercise but as a way to remain present across multiple customer touchpoints during everyday movement across the city. In categories such as jewellery, where purchases are often considered over time rather than made impulsively, repeated exposure can help keep the brand top-of-mind and improve store consideration during active buying periods.
The retailer said that the campaign has contributed to wider audience reach beyond existing customers. Since the placements appear in high-traffic locations and remain continuously visible, the brand reported stronger enquiry levels and an increase in store footfalls following the activity.
Mahajan added, “Our objective is to create communication that customers notice naturally rather than interrupting them. Outdoor gives us that opportunity while also supporting stronger engagement across other platforms.”
Going ahead, the brand plans to continue building engagement through campaigns around popular jewellery-buying occasions, alongside in-house exhibitions and promotional initiatives.
The campaign also reflected how jewellery retailers are increasingly treating communication as a connected journey rather than isolated advertising efforts. By extending the outdoor activity into digital, television, Print and in-store engagement, brands are attempting to carry a consistent message across multiple consumer touchpoints and convert awareness into stronger retail outcomes.
Rakesh Jewellers operates two stores in Jammu, located at Lakhdatta Bazar and Apsara Road, Gandhi Nagar.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
