A city-wide mix of digital, print, outdoor and television coverage has been used to anchor Vivaah Swarna Utsav firmly within Agartala’s public and retail landscape.
Agartala: Swarnakamal Jewellers has introduced Vivaah Swarna Utsav as a structured wedding jewellery campaign, giving formal shape to wedding-season offers that had earlier existed without a defined identity. Rolled out during the current wedding season, the campaign combines purchase-linked lucky draws with a clear focus on encouraging customers to consolidate their wedding jewellery purchases at a single destination.
The campaign comprises a dual lucky draw structure. Explaining the structure, Dibakar Nag, Director, Swarnakamal Jewellers said, “For the Vietnam trip, it is strictly linked to wedding jewellery. Customers who purchase above 30 grams are eligible, and all entries are collected through the season for a separate lucky draw.”
Customers qualifying under this category are issued a ticket after completing documentation linked to their wedding purchase. All eligible entries are then pooled for a separate lucky draw at the end of the season.
The second lucky draw is open to all customers, irrespective of purchase value, and is linked only to billing numbers. This draw offers a Kashmir trip, with two families or couples to be selected. Eligibility extends to all bill values, including purchases as low as Rs 5,000.
The campaign is being promoted through a mix of digital and offline channels, with visibility across Agartala forming a key priority. According to the brand, promotion includes social media platforms, online news portals, and coverage by regional digital publications, along with extensive on-ground activity. Print advertising has been carried across leading newspapers in the state, supported by more than 100 billboards across the city. Local television news channels have also carried coverage following the campaign’s announcement.
Nag said the intent behind the campaign goes beyond visibility alone. “In Agartala, what often happens is that a customer buys one or two jewellery pieces from one store and completes the rest of her wedding shopping elsewhere. The campaign aims to encourage wedding customers to purchase at least five to six jewellery pieces in a single store visit. The 30-gram eligibility for the wedding draw is designed to encourage customers to complete more of their wedding jewellery purchases with us.”
While this is the first year, the campaign has been formally branded as Vivaah Swarna Utsav, the jewellery brand has been running wedding-focused offers for several years. The shift this year, according to the brand, lies in converting those offers into a full-fledged, named campaign that can be repeated annually and built upon over time.
The campaign also reflects changes in customer behaviour that the jeweller has been observing. Nag noted that wedding jewellery enquiries have been steadily increasing over the past few years. “Earlier, we were largely seen as a lightweight jewellery brand. Over the last few years, especially as gold prices have moved higher, we have seen more customers coming in specifically for wedding jewellery”. According to the brand, the number of customers purchasing wedding jewellery has grown by around 15–20 per cent over the last five years.
Another change has been in the profile of customers visiting the store during the wedding season. While earlier visits were largely limited to the bride, the brand is now seeing increased footfall from younger family members. “This year, we are seeing more millennials coming in for their sister’s wedding or even a friend’s wedding. That is important for us because it means we are becoming visible to customers who may not be getting married immediately but will do so in the next five to ten years,” Nag said.
The brand also continues to see patronage from families with roots in Agartala who are now settled in other cities or overseas, many of whom visit the store when they return home.
Currently, the campaign is aligned with the ongoing wedding season, with the brand indicating that it is expected to run until the last set of wedding dates in March.
With Vivaah Swarna Utsav, the brand is positioning the campaign as a repeatable seasonal property, aimed at influencing how customers plan and distribute their wedding jewellery purchases, rather than as a one-time promotional push.
Swarnakamal Jewellers operates jewellery showrooms in Agartala, Udaipur and Dharmanagar, with its main four-floor flagship located on H.G.B. Road, Agartala. The company also runs two sister concerns, namely Swarnakamal – Silver & Gold store in Ghoshpatti, Shantipara, and a Kisna Diamond & Gold Jewellery franchise on Mantri Bari Road, Agartala.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
