By aligning the campaign with family traditions and cultural practices, the brand sought to approach customers beyond transactional interactions
Nagpur: Rokde Jewellers recently launched the ‘Ladli Beti’ campaign to engage customers through a narrative centred on the journey of a girl and her life’s milestones. The campaign combined story-telling with customer engagement to aid brand recall.
The initiative centred around the idea of marking key moments in a girl’s life, from early years to marriage, with jewellery positioned as a part of these occasions. By aligning the campaign with family traditions and cultural practices, the brand sought to create a connection beyond transactional interactions.
Paras Rokde, Director, Rokde Jewellers, said, “The ‘Ladli Beti’ campaign was created to connect with families by aligning with moments that hold cultural value and reflect the journey of a daughter across different stages of life. The campaign has led to increased footfalls and enquiries, with customers engaging both in-store and on digital platforms, contributing to stronger conversions.”
The campaign also included engagement-led elements such as astrology consultations and interactive participation formats, allowing customers to connect with the brand in a more personalized manner. These initiatives were designed to encourage interaction and maintain visibility across customer touchpoints.
The response resulted in higher store visits, particularly from families exploring purchases linked to milestones. The jeweller also saw repeat engagement from existing customers, indicating sustained interest and recall.
Through initiatives like the ‘Ladli Beti’ campaign, Rokde Jewellers continues to position itself within family-led occasions. The campaign supported visibility, strengthened customer relationships and enabled consistent engagement across platforms.
With a family legacy of over a century in business, Rokde Jewellers is one of the top jewellery retailers in Nagpur, with six stores in the city of Nagpur and one in Bhandara.
Written by Achal Chaubey
Retail Jeweller India Exclusive
