The Rs 3 lakh purchase threshold for eligibility was kept deliberately low through the campaign period, to include a wide base of customers
Madurai: Senthil Murugan Jewellers (SMJ) recently concluded its ‘Jolly Jackpot’ customer engagement campaign in Madurai, bringing together more than 2,300 customers for a large-scale gratitude event built around rewards, entertainment and direct customer outreach. Rolled out across the jeweller’s four retail branches in the city, the campaign was open to customers whose purchases crossed Rs 3 lakh, with the final event held at Vijaya Mahall, Tiruppalai.
The initiative was designed as a reward programme for customers, and functioned as a structured purchase-push campaign over a three-month period. Customers who crossed the eligibility threshold were invited to participate in the ‘Jolly Jackpot’ draw, for which they were also asked to write a slogan for Senthil Murugan Jewellers and submit it at the event. Alongside the draw, the evening included entertainment and prize announcements, turning the exercise into a full-fledged customer appreciation gathering.
The campaign was supported by a tightly managed offline follow-up process. The brand said every eligible billing was tracked, split among the marketing team for outreach, and followed up through tele-calling. Customers were contacted multiple times, informed about the event format and prizes, and asked to confirm attendance. The company spent around a month-and-a-half on confirmations, registrations and event planning before the final function, with a strong emphasis on getting billing names and phone numbers accurately recorded so communication remained seamless. As a result, around 90% of invited customers attended the event.
According to Murali, Director, Senthil Murugan Jewellers, the campaign was built around the idea of giving back to loyal customers in a way that felt memorable and personal rather than transactional. The company has held gratitude functions in the past, but this edition stood out because of the scale of prizes on offer and the effort put into ensuring strong attendance.“We wanted this to feel like more than a prize draw. Our customers were invited as guests for an evening with dinner, entertainment and a proper event atmosphere. Many of them did not expect something on this scale, and that is exactly what made the response so warm,” said Murali.
The prize pool included a car, a Honda bike, a Royal Enfield Bullet and LED televisions, among other gifts. The retailer said the Rs 3 lakh threshold was deliberately kept accessible enough to cover a wider section of its customer base. In cases where customers had already billed close to the mark, the team actively encouraged them to complete an additional purchase within the campaign period to qualify. This, in turn, helped stimulate repeat store visits and referrals, with customers also recommending friends and family members to shop within the offer window.
For the jeweller, the larger objective went beyond short-term sales. Murali said jewellery customers today are not driven only by discounts, especially in a market where gold prices are already high and making charges are just one part of the purchase decision. “Our belief is simple: if customers are helping us grow, a part of that value must go back to them. People remember how they were treated, how they were followed up with and how the brand made them feel after the purchase. That is what keeps families connected to a jeweller over the long term,” Murali said, adding that the campaign worked as a huge relationship-building exercise for the brand.
Senthil Murugan Jewellers has been in business for over 30 years, and operates four stores in Madurai.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
