Bengaluru: Abaran Timeless Jewellery has introduced a
unique marketing campaign for its exclusive jewellery collection for women. The
campaign focuses on one female name at a time and shares a special social media
post urging women with that name to avail the offer.
The campaign posts are specially designed in pink, a colour
widely associated with femininity and celebration. Abaran has named the
campaign Women’s Wednesday, following a distinctive pattern of personally
addressing women and encouraging them to engage with the brand’s offer.
The campaign also urges viewers to tag someone with the
specific name mentioned in the post. For example, the brand has already shared
posts calling out names such as Geetha and Jaya, which are popular names in
South India.
This technique is likely to strike the right emotional chord
among consumers, as the names chosen by the brand are common within the
southern community. By using familiar names for marketing, the campaign creates
a sense of personal connection while also encouraging wider social media reach
through tagging and sharing.
One of the campaign captions reads: “Geetha, Sangeetha, Geethanjali, Geethapriya, Geethika, Geethashri — this one’s just for you! Unlock a special treat on our stunning jewellery collection. Enjoy an amazing flat ₹ 500 off per gram on our exquisite gold jewellery. Don’t forget to tag a friend named Geetha in the comments!”
For jewellery retailers, the campaign reflects how personalised social media communication can be used to make promotional offers feel more emotional and community driven. Instead of a standard discount-led announcement, Abaran’s Women’s Wednesday campaign turns a jewellery offer into a name-based engagement activity, helping the brand connect with consumers in a more relatable way.
