Dass Jewellers
Independence Day Integrated Campaign (Nagpur)
Client Overview
Industry: Jewellery / Retail Luxury
Location: Nagpur, Maharashtra
Campaign Duration: 1–15 August
Dass Jewellers aimed to maintain strong festive visibility during a non-wedding period while preserving its premium brand positioning.
Business Challenge
• Sustain brand visibility during a low seasonal demand cycle
• Build patriotic relevance without discount-led communication
• Maintain premium perception across all touchpoints
• Ensure consistent exposure across outdoor, print, retail, and digital
Strategic Approach
A 360° integrated campaign built on:
• Emotion-led festive storytelling
• Unified visual identity across platforms
• Strong outdoor presence for mass visibility
• Retail ambience enhancement for in-store recall
• Digital reinforcement for engagement continuity
The focus remained on brand equity, not promotional intensity.
Execution
Outdoor:
• Hoardings across key city zones
• Metro pillar branding in high-traffic corridors
Retail Branding:
• Standees
• Tent cards
• Festive visual consistency inside stores
Print:
• Newspaper advertisements targeting family audiences
Digital:
• Instagram posts & stories
• Platform-consistent campaign visuals
All assets followed one cohesive Independence Day creative direction.
Measurable Outcomes
• 4.5–6 lakh estimated reach (Outdoor + Print)
• 38,000+ Instagram accounts reached
• +52% engagement growth vs. previous 15-day period
• +34% increase in profile visits
• 6–8% average engagement rate
• Strong in-store recall due to integrated visibility
Campaign Impact
• Sustained premium positioning during non-peak season
• Strengthened emotional brand association
• Improved digital engagement alongside offline dominance
• Enhanced festive store experience
