Kathaa Fine Jewels is a proud subsidiary of Swarnaganga — A brand for everyday jewellery. The founders realised that they had cracked the everyday wear market and now they wanted to target more premium customers and enter the bridal jewellery segment. That’s how Katha Fine Jewels was born. However, the founders didn’t know this market as they were catering to a whole new audience which was a huge challenge.
Kathaa struggled with footfall, largely due to the lack of a targeted audience. Through extensive research, we identified two key groups—brides-to-be investing in jewellery and affluent women seeking elegant pieces for events. We tailored social media marketing accordingly to engage these audiences directly.
Kathaa was new. They wanted to get noticed and increase footfall in their store. That’s why we launched The Grand Diamond Fest. The name grabbed attention, but the real game-changer was the offer: 25% off the value of diamonds (not the jewellery).
This smart strategy kept profit margins intact while attracting customers. We amplified this with eye-catching posts, collaborations with influencers, and strategic billboards, reaching over 9,00,000+ people both online and offline.
When wedding season hit, we kept the momentum with the Sets and Bangles Festival 2024, laser-focused on two essential items for Indian weddings. While competitors stuck to generic offers, we stood out by honing in on these timeless pieces. The result? Another standout campaign that boosted Kathaa’s visibility.
Instead of generic festival posts, we leaned into the meaning of "Kathaa" (story) to craft narrative-driven campaigns. Festival stories connected with people emotionally, driving shares and reinforcing Kathaa as a brand deeply rooted in tradition.
