Ayaani Diamonds

Festive press across the Chandigarh and Gujarat editions

Jewellery is bought on a festival date, so the press plan followed the calendar rather than a flat schedule. Full page and half page units ran through the Navratri and Diwali weeks across the Chandigarh, Mohali and Panchkula editions and in Gujarat, leading on making charge and diamond value offers for lab grown jewellery, and each insertion closed with the showroom address for the edition it ran in. Sizes stepped up as the festival date approached.

What it delivered

Edition-specific addressing means a national offer arrives as a local one, and the reader knows which showroom to walk into. Stepping the sizes up towards the festival concentrated weight on the days purchases actually close rather than spreading it evenly across the month.

Format Festive press campaign

Editions Chandigarh, Mohali, Panchkula and Gujarat

Offer Making charge and diamond value

Ayaani Diamonds festive press units running across the Chandigarh area editions

Ayaani full page festive press ad with the showroom address for its edition

Execution photography from the campaign, captured site by site as each placement went live.

All case studies

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