Vaibhav Jewellers’ Navratri campaign celebrates female achievement, drives a 15-20 per cent footfall increase

The brand’s innovative nine-video series, featuring accomplished women, has garnered 30 million impressions while showcasing exclusive collections

Visakhapatnam: Manoj Vaibhav Gems & Jewellers has successfully merged cultural celebration with female empowerment in its latest Dusshera campaign, featuring nine accomplished women representing the divine feminine power of Aadhi Shakti. The initiative not only showcased exclusive jewellery collections but also reinforced the brand’s position as a champion of women’s achievements.

“The campaign was a celebration and an ode to feminine power and resilience. The women featured in the videos were the modern representation of the Goddess Durga, adorned in nine different colours and nine exclusive gold jewellery collections from Vaibhav Jewellers,” explains Keerthana Grandhi, Director & CFO of Manoj Vaibhav Gems & Jewellers.

The campaign’s success is evident in its reach, generating nearly 30 million impressions across social media platforms. “The women in the campaign are those with a strong social media presence or community influence which can amplify the campaign’s reach and impact,” notes Grandhi. This strategic selection process, informed by internal research and customer surveys, ensured the featured individuals resonated with the brand’s target audience.

Each video showcased versatile jewellery designs suitable for various occasions and personal styles, emphasising the brand’s commitment to inclusivity. “The women were selected from various backgrounds, professions, and age groups to represent the diversity of womanhood. Each one of them had a compelling story or an achievement to share in the video,” shares Grandhi.

The commercial impact has been significant, with the brand reporting a 15-20 per cent increase in store walk-ins both during and after the campaign period. Beyond immediate sales impact, Grandhi emphasises the initiative’s role in preserving cultural heritage: “Such initiatives play a crucial role in passing on cultural heritage and tradition to younger generations.”

The campaign reflects Vaibhav Jewellers’ broader commitment to women’s empowerment within the jewellery industry. The organisation has implemented comprehensive support systems including training programmes, higher education sponsorship, mentoring initiatives, and leadership development opportunities for women. Through continuous evaluation and improvement, the brand creates supportive spaces that facilitate women’s advancement in the sector.

This strategic marketing approach demonstrates how traditional jewellery retail can effectively combine cultural celebrations with contemporary narratives while driving tangible business results. By showcasing accomplished women alongside their collections, Vaibhav Jewellers has created a powerful platform that celebrates achievement while highlighting the enduring appeal of traditional gold jewellery to modern consumers.

The success of this campaign underscores the effectiveness of purpose-driven marketing in the jewellery sector, particularly when authentic storytelling aligns with brand values and commercial objectives. Through this initiative, Vaibhav Jewellers has not only showcased its collections but also strengthened its position as a forward-thinking brand committed to women’s empowerment.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive