The intriguing campaign around the audio contest on Radio City 91.9 FM connected the brand with local listeners in Gorakhpur and created store-level buzz, while consistent radio branding and an on-ground prize distribution event afforded it visibility
Gorakhpur: Thakur Prasad Gopal Das Jewellers recently teamed up with Radio City 91.9 FM for a city-based audio contest named ‘City Secret Sound’, using a creative media approach to boost awareness and footfalls at its store.
The audio contest was based on a sound track, where listeners were asked to correctly identify a mystery sound to win a prize. Once the winner was selected, the campaign drove traffic to the jeweller’s store, with the prize being handed over in person at a small event attended by the brand and local dignitaries. The process was shared across social media and aired multiple times on radio, with the brand’s name featured prominently.
“The Radio City team approached us with the idea and shared their plan,” said Yogesh Agrawal, Director, Thakur Prasad Gopal Das Jewellers. “We saw this as a marketing opportunity where our name would be associated with the contest, increasing visibility and brand presence.”
The jeweller used consistent branding across platforms to make the name more recognizable and build familiarity in the local market. “Our goal was straightforward marketing. The more people hear the name Thakur Prasad Gopal Das Jewellers, the more likely they are to visit and explore our collections,” Agrawal explained. “Even though it’s hard to directly measure conversion from a single campaign, these things add up over time and support long-term growth.”
The sound around which the contest was based was eventually revealed to be the snap of a mint box lid. It had created curiosity among radio listeners and engaged them with the brand in an unexpected way.
By integrating radio with in-store visibility and social media amplification, the campaign created a localized marketing loop aimed at enhancing trust and awareness—key priorities for any jeweller in a competitive city market.
Thakur Prasad Gopal Das Jewellers operates a single showroom in Gorakhpur, serving a diverse local customer base.
Written by Achal Chaubey
Retail Jeweller India Exclusive
