Reliance Jewels rekindles memory lane of followers via #ToNewBeginnings campaign

Everyone starts from somewhere. Be it in the professional or personal sphere, the beginning is always special and is forever memorable. Relating to this sensitivity, Reliance Jewels started a campaign raising a toast to all new beginnings.

The #ToNewBeginnings campaign started on January 15, with the brand urging followers to share their treatises on new journeys. ‘Celebrate your first job with us’ mentioned one of the communications from the brand, urging people to be nostalgic about their first experience, that zeal of proving oneself inside an office after getting an appointment. On January 20, Reliance added another dimension of love to the campaign, urging people to share about their innermost feelings when they met their beloved. This is when the campaign started getting traction and organic comments starting coming in.

On January 21, Reliance Jewels started a contest on the same campaign, asking the audience to follow Reliance Jewels, share a picture of the new beginning one wishes to celebrate, and post it on the story or social media feed with the hashtag mentioned above and tagging the brand to the post. The participant also had to comment ‘done’ in the comments section of the post with the announcement after tagging three friends to the respective post as a contest entry.

About 40 organic comments were received because of the contest announcement. Contestants poured their hearts out, with some sharing their satisfaction of topping an exam 12 years after being a homemaker. Someone else shared her interest to start embroidery work which fuels her passion and justifies to the title of a new beginning. Three winners from Mumbai, Gurgaon and Delhi respectively were announced on January 25.

This contest was unique, because it rocked the nostalgia of the followers, so much so, that even after announcement of the winners, people continued to share personal struggles and achievements. Connecting with people to go down the memory lane, the brand succeeded in getting continuous engagement organically.

Written by Shubham Dasgupta

RJ Exclusive