Ranka Jewellers reimagines tradition with a touching campaign for Adhik Maas

The campaign showcases a shift in the equation between sons-in-law and parents-in-law, highlighting the aspect of mutual respect and love, more than mere rituals, during the sacred month when silver is bought as a tradition. The brand saw a 25-30% upsurge in footfalls during Adhik Maas

Ranka Jewellers has held up the significance of Adhik Maas, which concluded on August 16, with a new campaign to show how the brand is weaving together tradition, culture and contemporary design in offering silver articles that people buy for the sacred month. Departing from convention, this campaign has a narrative of love and respect, uniting families in a celebration that bridges tradition’s essence with today’s contemporary spirit.

Ranka’s heartwarming ad campaign, prominently featured on Marathi TV channels, showcases a shift in the equation between sons-in-law and parents-in-law, highlighting the aspect of mutual respect and love, more than just rituals, during Adhik Maas.

“We’re crafting a new story that emphasises the festival’s warmth and significance in nurturing a special bond between son-in-law and parents-in-law. It departs from convention, adding a delightful layer to the traditional celebration. As the conventional gives way to the contemporary, we want to redefine what Adhik Maas truly means,” says Vastupal Ranka, Director of Ranka Jewellers.

OF SILVER AND TRADITION

During Adhik Maas, silver takes centre-stage, with women wearing payals and toe-rings as a tradition. “With an array of designs ranging from payals, bichhuwas to jodvis, our collection caters to various tastes.Despite the ornaments having a small ticket size ranging from Rs 3,000 to Rs 30,000,the surge in business during this period is remarkable,” says Ranka. These pieces of silver hold special significance during Adhik Maas, symbolizing joy and prosperity that women bring to their families, dispelling negative energy and ushering in positivity.

Ranka Jewellers’ Adhik Maas preparations began months in advance. Says Ranka, “During this time, we focus on product design and stocking up on a wide array of silver pieces. Our entire team is energized, with a 50% increase in staff strength to meet the heightened demand. The month witnesses around 1,000 clients per store, proving the occasion’s significance.”

Ranka’s ingenious marketing approach, featuring a social media reel with popular TV actor Rupali Bhosale, has resonated with customers, along with the 10-kilo payal created by the brand, which saw a 25-30% upsurge in footfalls during Adhik Maas. Ranka also brightened the shopping experience of female customers by hosting daily ‘Haldi Kumkum’ events, sparking conversations amplified by word-of-mouth.

Besides, Ranka introduced an innovative gifting solution, offering customers Ranka Jewellers’ letterheads to convey their good wishes to their dear ones. This saw customer engagement and served as an effective marketing strategy, adding a personal touch to the shopping experience.

MERGING WITH MODERN

Ranka Jewellers’ Adhik Maas campaign stands out as the harbinger of an era where tradition meets modernity, highlighting its silver offerings symbolic of Adhik Maas.

The Adhik Maas is an extra lunar month added to the solar calendar every three years to synchronise the lunar and solar years, along with the agricultural cycle and seasons. It began on July 18 and ended on August 16 this year.

Written by Maithili Patange

Retail Jeweller India Exclusive