'Come Home' campaign launching 1st PMJ mall store
The objective was to expand retail footprint and drive sales of lightweight jewellery by capitalising on high footfall in premium malls in Bangalore and Hyderabad through targeted visibility and engagement. Jewellery shopping that feels like home—effortless, nearby, and tailored to your lifestyle.
Strategy & Execution
Created a sub brand, PMJ Boutique and launched new retail stores for low price light weight jewellery portfolio
Expanded physical presence to premium malls in Sarath city Capital Mall, Nexus Mall in Hyderabad and Forum South, Galleria Mall , Phoenix Market City Mall in Bangalore.
Increased geographic penetration in Coimbatore, Tamil Nadu
Content and Channel Strategy
The launch event featured Padma Shri awardee and renowned Kuchipudi dancer G. Padmaja Reddy as the guest of honour.
Executed 360° marketing strategy: 'Come Home' as the main communication on Hoarding ads closer to the airports and stores.
Hyperlocal digital campaigns targeting footfall and engagement
NRI-focused Geo targeted performance ads using custom landing pages for product push to new store formats.
Results
Achieved 85% estimated store walk-ins across all mall locations
Boosted sales within first 15 days with 60% Conversion rate
NRI traffic accounted for 30% of total conversions
Drove 1200+ qualified leads through campaign-specific landing pages
