With #VendiPremierLeague, Vendi leverages gamification of the IPL to engage female cricket fans

The brand sought to differentiate itself by going beyond the usual seasonal discounts, and made IPL a key driver of its marketing effort

Chennai: As the Indian Premier League (IPL) fever grips the nation, silver jewellery brand Vendi Silver has launched an innovative campaign centred around the tournament’s buzz to engage customers across all of its stores. Recognizing the potential of interactive marketing, the brand has introduced four distinct IPL-themed games: Spin and Win, Predict and Win, Vendi Superfan and Match Day Offer. Each competition operates differently, providing multiple ways for customers to participate and win rewards.  

Vendi’s aim was to differentiate itself by going beyond the usual seasonal and festive discounts, and at the same time, leverage the huge popularity of the IPL. “Just by giving offers, you know that it’s what everyone is doing,” explained A.V.R Siddhant, Founder of Vendi Silver. “We wanted something different—something that makes shopping interactive.”  

‘Spin and Win’ allows customers to spin a wheel to receive offers and vouchers. ‘Predict and Win,’ on the other hand, is an online game where participants predict match outcomes and earn vouchers if they guess correctly. The ‘Vendi Superfan’ initiative runs both in-store and online, allowing customers to predict the winning team of the day on Vendi’s Instagram posts, with the highest scorer winning rewards redeemable in-store. Lastly, the Match Day Offer is a one-day-only promotion available at stores in cities hosting IPL games, where customers can avail 50% off all silver jewellery purchases.

Customers can claim their rewards both in-store and online, making the campaign widely accessible. The campaign runs throughout the IPL season, from March 15 to May 25, and has already seen strong engagement, with enthusiastic participation across all the brand’s store formats.

The brand is strategically targeting its predominantly female clientele, including female cricket fans, through this campaign which blends their passion for the sport with exclusive shopping experiences. Through engaging initiatives both online and in-store, the brand aims to captivate women shoppers with personalized rewards, game-based promotions, and IPL-themed offers that enhance their connection with the brand.

Though cricket is traditionally viewed as a male-dominated sport, the brand has seen significant engagement from its female clientele. “A lot of women customers are participating in the campaign games,” stated Siddhant.

The campaign is not specifically IPL-centric but rather capitalizes on the enthusiasm surrounding the tournament. “We’re tapping into the IPL fever by integrating our products with interactive games,” Siddhant explained. This situational marketing approach ensures that the brand remains relevant while maximizing participation and engagement, making IPL a key driver of this marketing effort.

With a strong track record of innovative campaigns, the brand had recently introduced the Green Monday Sale, a major online shopping event similar to Black Friday, designed to attract new customers with exclusive deals and interactive experiences. Continuously pushing creative boundaries, the brand has launched initiatives that resonate with modern consumers, driving engagement and sustained interest.

Founded in 2021, Vendi has built a strong retail footprint in Bengaluru and Chennai, operating three stores in each city. The brand is opening its seventh store in Bengaluru soon.  

Written by Megha Misra

Retail Jeweller India Exclusive