ADbhoot has created ‘The Great Jewellery Festival’ for Jagannath Gangaram Pednekar Jewellers (JGP), positioning the festive campaign as a recurring retail property designed to make jewellery shopping a larger celebration and strengthen JGP’s association with the festive buying season.
The campaign is built around the idea of creating a distinctive festival identity that consumers can associate with JGP. Supported by an extensive outdoor and digital rollout, along with television, the initiative aims to bring the scale and anticipation of a major retail festival into the jewellery category.
ADbhoot has termed the strategic approach ‘Mahol Marketing’, focusing on creating an atmosphere around the brand that encourages consumers to participate. The festival name, visual identity and media presence have been developed as interconnected elements, giving the campaign a consistent idea across different consumer touchpoints.
The OOH campaign takes the festival into urban and rural markets through large-format and transit media, extending the campaign beyond JGP’s physical stores. Television adds to the campaign’s reach, while the digital activation allows consumers to engage more closely with the jewellery and move from campaign discovery towards JGP’s showrooms and online store.
Visual design forms a central part of the campaign. An illuminated festival identity, warm lighting and red-and-gold festive settings create a sense of grandeur, while prominent jewellery and showroom imagery connect the celebration directly with JGP. The overall treatment combines an aspirational visual language with a welcoming festive mood.
Vaibhav Pandit, Founder and Creative Director, ADbhoot, said the campaign was designed around the emotional experience associated with festivals, with the objective of creating excitement around jewellery shopping while giving JGP a distinctive identity within the festive season.
Sanika Pednekar, Creative Director, JGP Jewellers, said the campaign aims to bring the joy associated with jewellery and celebrations into the shopping experience while creating an identity that customers can associate with JGP.
Beyond the current festive campaign, ADbhoot and JGP are looking to build ‘The Great Jewellery Festival’ into a recurring retail property. A consistent festival identity could allow recognition and consumer familiarity to build over successive editions and establish the property as part of JGP’s annual festive shopping calendar.
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