Ratnalaya Jewellers uses CGI to create Akshaya Tritiya ad on social media

The Instagram reel, which has crossed 667K views within two days of release, shows two massive gold coins with the brand’s logo engraved on them, rolling over a not-so-busy road in Patna 

Patna: Computer-generated imagery (CGI) is a common terminology in movies. Of late, businesses across industries such as FMCG, fashion, beauty, sportswear, and technology, have been using CGI to excite customers with pathbreaking ads. Ratnalaya Jewellers from Patna has embarked on this trend with the first CGI advertisement on gold coins specially for Akshay Tritiya. 

The Instagram reel, which has crossed 667K views within two days of release, shows two massive gold coins with the brand’s logo engraved on them, rolling over a not-so-busy road in Patna. The two coins roll by and the camera focuses on the entrance of Ratnalaya Jewellers’ showroom. Complete with sound effects, the reel creates intrigue as one sees two people clicking images of this ‘miracle’.  

Differentiation is the key to excite customers, and impactful advertisements such as these appeal buyers to come to the store, believes Saket Keshri, Director of Operations, Ratnalaya Jewellers. “While CGI ads are effective at grabbing attention, it’s crucial to follow through with clear brand messaging and convey information. We strategized, leveraging CGI ads this Akshaya Tritiya to inform our patrons that we’re delivering gold coins to their doorstep,” he said.  

The objective of the CGI ad was to command attention, notably through a campaign offering same-day delivery of gold coins ordered from the brand’s website, with the tagline: “From our store to your doorstep, on the occasion of Akshaya Tritiya, get the promise of same-day delivery.” Keshri said that the doorstep delivery proved to be beneficial for customers who wouldn’t want to go outdoors in the scorching heat and face the rush of customers.  

Regarding customer inquiries, Keshri said that the brand is currently catering to customers within the city to facilitate same-day delivery. “We are focusing on a 20-25 km radius. Our delivery window is from 7 pm to 11 pm on May 10,” he added. 

Orders are coming in and the process is ultimately achieving its objective of gaining traction. Many customers crave the thrill of a physical shopping experience, but for those who are busy, online purchasing is essential. “Our most common orders are for 1 to 2 grams, with an average ticket size ranging from Rs 15,000 to Rs 25,000. We’ve also received orders for 5, 10, and 20 grams, but the majority are within the 2-5 grams range. The risk with CGI was worthwhile, as it positioned us as a tech-savvy brand dedicated to customer satisfaction,” Keshri maintained. 

The brand witnessed incredible results, especially on platforms like Instagram and Facebook, where the entire workforce helped broadcast to their family members, and friends, thus organically amplifying the reach of the advertisement and making the content go viral. 

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