Shingavi Jewellers drives organic footfall, involving 12 brands in ‘Thrill Hunt’ engagement.

Held in association with Radio City 91.1 FM recently, the activity saw the participation of 500 women. The winners are interviewed on air by the FM channel, due to which the intent for participation remains high every year

Ahmednagar: Most women love to shop, and leading retailer Shingavi Jewellers has been sending hundreds of women on a shopping spree that not only leads them to its jewellery, but sends them to showrooms of 12 different brands across categories with the help of ‘clues’ it plants. The power-packed event, held in association with Radio City 91.1 FM, is titled ‘Thrill Hunt’ and has been an annual exercise for the brand over the last seven years. 

Explaining the brand’s objectives behind ‘Thrill Hunt’, Gunjan Shingavi, Director, Shingavi Jewellers says that it is a 100% not-for-profit social event with no commercial angle. “This engagement activity involves the brand hiding clues across the retail premises of 12 brands from different industries such as fashion, FMCG and cosmetics. As the event starts, the first clue is found inside Shingavi Jewellers’ showroom, which leads every participant to go on looking for other clues across the city. A participant has to complete collecting all 12 clues to win,” Shingavi says.

Top-notch confidentiality is maintained before and during the interesting event, with only one person from the management team of the FM channel aware of the location of other brands collaborating with the jeweller. Their key take-away from this collaboration is a sales impetus because of the organic walk-ins by participants, who are given various offers in-store for purchase while they seek their next clue. As for the fun element, there is a two-hour turban-tying practice session for the participating women, after which the event kickstarts. “We partner with 12 different brands every year to sustain the excitement. We had started with the participation of just 75 women seven years earlier. While women are engaged in this hunt, we conduct a lot of fun-filled activities such as decorating two-wheelers of participating women with social messages. We also give away prizes to participants based on the quality of their turban drapes during the event and social media reach based on the coverage of Thrill Hunt,” Shingavi says. 

The winners are interviewed on air by the FM brand, due to which the intent for participation remains high every year. “Women come to our showroom, fill forms, click their images and record their reels inside the showroom and upload them on their social media platforms and our social handles. This year, almost 500 women registered for the event. The number grows every year. We gave away gold naths, silver coins and golden necklaces as top prizes. We also distributed sarees and kitchen appliances as gifts,” elaborates the jeweller.

The registration process makes in-store walk-in of participants compulsory. That’s when the jeweller provides them information about its products, services and designs. Moreover, word-of-mouth publicity from these participants helps develop one-to-one relationship with new customers and prospects. “This also helps in brand recall for customers who have won or participated in the activity earlier, and come to know of our new product ranges,” says Shingavi. 

The brand has two stores in Ahmednagar and four stores in Solapur, but the activity is conducted out of its flagship store in Ahmednagar.

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