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Gold Plus is a mass market jewelry brand/retailer from the house of TATA (Titan
Industries). The brand operates in Tier 2 and Tier 3 cities of India. An extensive
range of over 5,000 designs in 22 kt plain gold and diamond jewelry is offered in all the
stores across the country. Currently Goldplus has more than 28 stores spread across
Tamilnadu, Andhar, Karnataka, Maharashtra and Punjab

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CASE STUDY
Rural Advertising

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Background
Goldplus came up with the specific problem of having not done much in
leveraging the
brand/store as an integral part of the community
Beyond the transactional relationship Goldplus had not yet forged any
consumer initiatives.

Task
Tequila was commissioned to come up with a series of
consumer connect
programs and implement them ( App 6 per year per market )

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Strategy
A large number of women in these markets are housewives.
Insight was that most of them would be spending some out
of time in some form of recreation like cooking classes,
painting for home, garment making etc.
Since Goldplus is in the business of making gold jewelry, we
decided to launch a jewelry-making contest for housewives.
Jewelry Making kits were handed out to all participating
house wives free of cost.
Local touch points like restaurants, temples etc were used
along with hoardings and transit media
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Consumer connect program

Jewelry making competition for
housewives

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How
15000 entry passes distributed to
ladies each market.

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Action

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Communication
Key Creative

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ENTRY PASS
EXAMPLE OF WORK

Entry pass .
Message:
Bring this pass and collect the Jewellery
making kit FREE

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At Various touch
SELECT SNAPS OF IMPLEMENTATION
Points

Entry passes being distributed at Restaurant

Schools, Colleges, Houses & paper inserts

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Outdoor

SELECT SNAPS OF IMPLEMENTATION

Van Promo and Hoarding/Standees

at Key locations.

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At Various touch
SELECT SNAPS OF IMPLEMENTATION
Points

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At the Store

SELECT SNAPS OF IMPLEMENTATION

Women stood in queues to collect their

Design kit and for Submitting their entrie

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At the Store

SELECT SNAPS OF IMPLEMENTATION

Jewelry kits being submitted by women

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Results

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ROI
SHOLAPUR

1059 Walk-ins for a period of two weeks as

against client expectation of 700.
615 Jewellery submissions as against client
expectation of 100

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ROI
AHMEDNAGAR

1238 Walk-ins for a period of two weeks as

against client expectation of 700.
618 Jewellery submissions as against client
expectation of 100

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Goldplus says

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