P Satyanarayan & Sons are one of Hyderabad’s most trusted Jewellers for generations. Established in 1949,
P. Satyanarayan Sons have gained a reputation for providing high-quality gold Jewellery. Recently, they turned 70, and this called for a campaign that would celebrate its existence and the loyalty and trust of their customers.
Our challenge was complex. How do we reach a wider target audience? We aimed to target existing customers and retain them and also spark the interest of new ones. 70 years is an iconic moment for a brand – more so for a Jewellery brand. How do we make the employees of P Satyanarayan & Sons feel? And how do we recreate a timeless legacy? Does our target audience believe in digital? We figured that 70 years is a moment of celebration – for everyone involved. Maybe a grand celebration with effective advertising could compel people to take notice? These are just some of the questions that we asked ourselves.
Based on the requirement, we ideated, conceptualized and developed a 360-degree campaign and chose Traditional Advertising in Urdu and Hindi to reach TG. We unveiled a never before campaign – Sattar Saalon Ki Vishwas, to reinforce the legacy of trust of 70 years. After all, PSS is trusted by generations. Print, Outdoor, Promotional materials and events and AV format. A TVC celebrating the iconic moment of 70 years was also rolled out.
1 Crore + worth gifts for the lucky draw to reach a wider TG audience coupled with HR branding – to recognize and reward long-standing employees for their loyalty and performance.
Here’s how we broke it down & made it work:
One-month long campaign:
|Outdoor||Promotional material and events||AV format||Digital|
|Press Ads||Bus-branding||Merchandising||Theatre Ad|
|Bus shelter advertising||Give ways||Emailer|
- The campaign resulted in a 2X increase in walk-ins compared to the before campaign days.
- Increased the recall factor and tapped new customers and retain old customers.
- The Campaign successfully run and ended with a Grand Bumper draw event, where customers were invited and the lucky ones won a Car, 2 Wheelers, International Trip, TV’s, Refrigerators, Washing Machines and Smartphones.
- Celebrated the iconic success of the PSS 70 Years journey with the customers.