To enter, participants simply need to share their Ghibli-ed avatars—created using ChatGPT’s advanced image generation tool—on social media, tagging Glow by Kirtilals. Interestingly, the contest doesn’t mandate participants to wear Kirtilals’ jewellery—a deliberate move to widen engagement
Coimbatore: Everyone is clambering on to the Studio Ghibli AI trend that has become the Internet’s latest obsession—tech founders, food delivery apps, and even government portals—and there’s no reason why jewellery brands should stay behind. Jumping headfirst into the trend is Glow by Kirtilals, a sub-brand of the diamond jewellery label Kirtilals, with a lively contest aimed at engaging its Gen Z clientele.
Using ChatGPT’s advanced image generation tool, participants have to transform their best-styled jewellery looks into whimsical, pastel-hued visuals inspired by the hand-drawn charm of Studio Ghibli’s animation style. To enter the contest, they simply need to share their Ghibli-ed avatars on social media, tagging Glow by Kirtilals. Winners will receive Rs 3,000 vouchers, redeemable both online and in-store, and selected entries will be featured in a compiled reel on the brand’s official Instagram page at the end of April.
“So far, we’ve seen close to 50 entries from customers who have started posting their photos online,” said Suraj Shantakumar, Director, Business Strategy at Kirtilal Kalidas Jewellery. “The idea was to leverage an ongoing trend to boost brand visibility. Glow by Kirtilals targets Gen Z, and this format allows for broader participation while maintaining the brand’s presence in trending conversations.”
Interestingly, the contest doesn’t mandate participants to wear Kirtilals’ jewellery—a deliberate move to widen engagement. “We wanted to make the contest inclusive. Sometimes, when you set strict brand-specific guidelines, it narrows down the response. Here, the focus is on participation, styling and encouraging people to engage with the brand organically,” Shantakumar explained.
The brand has previously run similar engaging social media contests such as ‘Glow Unfiltered’ and ‘Put On Your Glow’, where participants had to click a selfie at the brand’s in-store photobooth and post it online to win rewards.
Alongside its digital initiatives, Glow by Kirtilals also organizes weekly in-store experiences designed to attract walk-in customers and further enhance its customer-first approach. Activities include style make-overs, mehendi art, caricature portraits and more.
“We do something different every week to keep the customer experience fresh. Our offline marketing also includes location-based promotions like look-walker advertising to help direct potential customers to the store and inform them about ongoing events,” Shantakumar said.
Currently, the brand operates four stores across South India at Bengaluru, Chennai, Thrissur and Cochin with two more set to open shortly—one in Hyderabad on April 14 and another in Telangana’s Chilkoor on April 16.
Written by Megha Misra
Retail Jeweller India Exclusive
