Glittering Since 1949 – A 70 Year Affair.
The Background:
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.
The Challenge:
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.
The Solution:
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 | |
| Flyers | Hoardings | Customer meets | TVC | |
| Medians | Mailers | Corporate video | ||
| Bus shelter advertising | Give ways | Emailer | ||
| In-store branding |
The Result:
- 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.
