Verma Jewellers’ ‘30 Days, 30 Lakhpatis’ campaign ignites festive shopping with daily cash prizes

With its innovative daily cash prize draw offering Rs. 1 lakh to winners, the brand sees a 70 per cent surge in sales despite rising gold prices

Solan: Verma Jewellers has transformed the traditional Diwali shopping experience with an innovative ‘30 Days, 30 Lakhpatis’ campaign, offering customers the chance to win Rs. 1 lakh in cash daily. The initiative, running from 3rd October to 1st November, has already demonstrated significant commercial impact despite challenging market conditions.

“Diwali is a time of giving, and we want to share the joy with our beloved customers, not just to boost sales but to show appreciation for their loyalty,” says Akshay Verma, Managing Director of Verma Jewellers. The campaign structure, which requires a minimum purchase of Rs. 45,000 for entry, has proven particularly effective in driving both sales and engagement.

Early results have exceeded expectations, with the brand reporting a remarkable 60-70 per cent increase in sales volume compared to the previous year, alongside a 25-30 per cent surge in footfall. “This has been our best Diwali yet, despite rising gold prices,” reveals Verma. The daily winner format has created sustained excitement throughout the campaign period.

With 21 winners announced and nine draws remaining at the time of reporting, the momentum continues to build. “Customers are sharing their stories on social media, showcasing their wins and spreading the word,” notes Verma. This organic promotion has amplified the campaign’s reach and effectiveness, creating a virtuous circle of engagement and participation.

The initiative marks a strategic shift from previous promotional approaches. “We have done large promotions before, like offering cars in previous years, but this year’s lucky draw format is more immediate and engaging. It caters to our customers’ desire for instant gratification, which is crucial in today’s fast-paced world,” explains Verma.

The campaign’s success lies in its dual approach to customer engagement, simultaneously rewarding loyalty while attracting new clientele. “We aim to reward our long-time customers while also enticing new ones who might be considering other options,” says Verma. This strategy has significantly enhanced the brand’s regional presence and market penetration.

The initiative has effectively transformed the traditional jewellery shopping experience into an exciting daily event. “We wanted to create something that keeps the buzz alive every day. With daily winners, customers feel connected and excited about each visit,” adds Verma. This sustained engagement has proven particularly valuable during the competitive festive season.

As the campaign progresses through its final phase, Verma Jewellers continues to see strong momentum in both sales and customer engagement. The success of this innovative approach demonstrates how traditional retail can be reinvigorated through creative promotional strategies, particularly during key shopping seasons.

Written by Achal Chaubey

Retail Jeweller India Exclusive