The campaign features a mix of witty quotes and real-life relationship insights, and shows a more fun, light-hearted side of the brand
Mumbai: Anmol Jewellers launched a fresh and engaging campaign called ‘Rekindling Love’ centred around Valentine’s Day, with a fresh take on the tradition of gifting jewellery for special occasions. The campaign, which leans on humour and relatability, was designed to nudge men into taking more initiative when it comes to expressing their affection through meaningful gifts.
Trisha Datwani Anand, Creative Director, Anmol Jewellers, explained the idea behind the campaign, saying, “We noticed that while women today are independent and can buy their own jewellery, there is still something special about receiving a gift. We wanted to remind men that gifting is an important gesture in relationships. It doesn’t have to be extravagant, but it should be thoughtful.”
The campaign was officially launched online on February 3 and runs up to February 15. It features a mix of witty quotes and real-life relationship insights, which are being widely shared on social media. “We’ve seen a great response to the humorous quotes we’re posting,” said Datwani. “They are highly relatable, and people are engaging with them a lot. The number of shares on our social media pages has gone up significantly.”
In addition to the online campaign, the jeweller has introduced a well-structured gifting guide for the occasion to make shopping more convenient. The guide is divided into budget categories—under Rs 1 lakh, Rs 3 lakh, Rs 5 lakh, and Rs 10 lakh—allowing customers to browse options that fit their budget. “We wanted to make it as simple as possible. The virtual guide lets people choose their preferred pieces, take a screenshot, and send it to us. We then facilitate at-home delivery,” Datwani explained.
The brand has seen a positive impact on online sales through WhatsApp and Instagram, where the customers are placing their orders. The gifting guide is sent out to the entire customer database, helping buyers select gifts for both men and women. “Our database is mostly women, but we have also included gifts for men in the guide. Jewellery like brooches and cufflinks may not be something men actively shop for themselves, but they appreciate receiving them,” she noted.
The campaign, though centred around Valentine’s Day, features jewellery designs that are for all occasions. Offline foot traffic to the brand’s store has remained steady, but Datwani pointed out that the real success has been in online engagement and direct-to-home sales.
A unique addition to this year’s campaign is a series of features on real-life customers who embody the spirit of thoughtful gifting. “Back in 2005-2006, we were among the first brands to feature our customers as brand ambassadors. This year, we wanted to revisit that concept in a new way. We selected three men who consistently surprise their wives with jewellery gifts. Their wives don’t even come to the store—the husbands choose and surprise them. We have documented their stories and will be sharing them online. It is not about promoting products but about highlighting the beauty of these relationships,” Datwani shared.
Reflecting on the success of the campaign, Datwani noted an important shift in consumer engagement. “In previous years, our Valentine’s campaigns were very product-focused, and the response was lukewarm. This time, with a more humorous and relatable approach, we’re seeing much more interaction. People want content that entertains them. This campaign has helped us break the perception of being just a serious jewellery brand and show a more fun, light-hearted side of Anmol.”
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
