The retailer noted strong engagement from younger audiences who may not usually respond to traditional jewellery-related marketing communication
Mohali: Sunder Jewellers recently organized a city-wide treasure hunt across Mohali to draw attention to its new retail store, using an experiential activity with public participation to create visibility around the store location.
According to the brand, the initiative was planned as an alternative to conventional promotional campaigns and sales-driven communication. Instead of limiting engagement to the showroom environment, the treasure hunt was structured as a city-wide activity intended to combine discovery, interaction and local participation.
Mahender Khurana, Managing Director, Sunder Jewellers said, “With the opening of our new branch, we wanted people to know where we are in a way that felt memorable and enjoyable. The treasure hunt gave us an opportunity to bring together excitement, engagement and community participation through an interactive experience.”
The campaign was created with the objective of increasing awareness about the exact location of the newly opened store while introducing the brand through an interactive format. Participants moved across different points in the city as part of the activity, creating visibility for the retailer in public spaces and extending the campaign beyond traditional advertising channels.
The treasure hunt saw participation from multiple age groups across Mohali. According to the brand, the activity generated on-ground engagement and conversations across social media and radio channels, with families, students, young professionals and other residents taking part in it.
The retailer noted that one of the outcomes of the initiative was stronger engagement from younger audiences who may not usually respond to traditional jewellery-related marketing communication. The activity ensured participation from digitally active consumers and created interaction outside regular purchase occasions.
Khurana stated that conducting the campaign across the city also helped expand local visibility. Rather than concentrating activity around a single showroom, it created many touchpoints across the city and increased public awareness around the brand’s new store.
Commenting on the broader intent of the campaign, he said, “The idea was not limited to promotion. We wanted to create a positive and memorable experience and show that jewellery brands can engage with communities in ways that go beyond product and transactions.”
The retailer believes activities of this nature could become increasingly relevant in local markets where customer engagement and word-of-mouth continue to play an important role in a competitive retail environment.
Founded in 1975 and based in Chandigarh, Sunder Jewellers operates three showrooms in the city, besides the new store launched in Mohali.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
