Vendi launches ‘Break the Ice’ challenge to promote opening of its seventh store in Bengaluru

A block of ice was installed on a bustling street in Koramangala, and passers-by were invited to break it within a limited time to win the silver jewellery frozen inside it. More than 100 people gathered to witness the spectacle

Bengaluru: In a bid to create a buzz around its latest store opening in Bengaluru’s Koramangala, silver jewellery brand Vendi orchestrated a unique and engaging public activity, drawing significant attention from passers-by.

The brand hosted a unique ‘Break the Ice’ challenge. A block of ice was installed on a bustling street in Koramangala, with silver jewellery frozen inside it. Passers-by were invited to try their luck — and strength — by attempting to break the ice within a limited time to win the jewellery inside. The event saw enthusiastic participation, with more than 100 people gathering to witness the spectacle.

The ‘Break the Ice’ challenge, aptly named ‘Aagarnath’, was designed to symbolize the effort and determination it takes to uncover something valuable—akin to the craftsmanship behind every piece of jewellery.  

The event was strategically hosted on a main street rather than directly in front of the new store, ensuring maximum visibility and engagement from the crowd. As the brand’s in-house team brainstormed innovative ways to stand out, this interactive and competitive activity became the highlight of their marketing efforts. The challenge was time-bound, adding an element of excitement as participants tried to break the ice within a few minutes. While some contestants managed to retrieve the jewellery, others found it a test of endurance and strategy.

“The response was overwhelmingly positive,” shared A.V.R Siddhant, Founder of Vendi Silver. “We wanted to spread the word about our new store, and this activity helped us achieve that in an engaging and memorable way.”

The grand opening of the Koramangala store took place on March 31, marking an important milestone for the jewellery group. This store is the 7th showroom in the brand’s expanding portfolio in Bengaluru, solidifying its presence in the region. The successful launch event, coupled with the ice-breaking challenge, generated organic interest and amplified brand awareness among potential customers.

The brand’s innovative approach to its store launch exemplifies how interactive campaigns can build strong customer connections. “We always strive to do something unique and impactful,” Siddhant said. “Our goal is to reach beyond traditional marketing and create experiences that resonate with people.”

The brand has a strong track record of innovative campaigns. It recently introduced the ‘Vendi Premier League’, centred around the popularity of the Indian Premier League, to engage customers across its stores with four IPL-themed games: Spin and Win, Predict and Win, Vendi Superfan and Match Day Offer. Each competition operated differently, providing multiple ways for customers to participate and win rewards.

Founded in 2021, Vendi has built a strong retail footprint in Bengaluru and Chennai, operating three stores in each city. The brand has just unveiled its seventh store in Bengaluru’s Koramangala.

Written by Megha Misra

Retail Jeweller India Exclusive