Batukbhai Sons Jewellers has launched a distinctive festive advertising campaign that shifts the focus away from making-charge discounts and percentage-based offers and towards quality, craftsmanship, transparency and customer trust.

Quick Summary

Batukbhai Sons Jewellers has launched a quality-focused festive advertising campaign.
The campaign is built around the message “Don’t Chase Percentages. Choose Quality.”
The campaign highlights craftsmanship, quality, transparency and customer trust.
An Augmented Reality (AR) jewellery try-on experience has been introduced through a QR code.
The festive collection is titled “The Art of Celebration.”
The campaign covers gold, diamond, platinum, polki, gemstones, silver and gifting.
The campaign has appeared across The Hitavada, Lokmat, Dainik Bhaskar and Navbharat.
The campaign has been communicated in English, Marathi and Hindi.

Batukbhai Sons Jewellers Takes a Quality-First Approach with Innovative Festive Campaign

Batukbhai Sons Jewellers Takes a Different Message for the Festive Season

The Nagpur-based jewellery house has built its campaign around the message “Don’t Chase Percentages. Choose Quality.” The communication encourages customers to look beyond headline making-charge figures and consider the overall value of jewellery, including its design, craftsmanship, purity and service. Don’t Buy Cheap. Buy Right

A Different Message for the Festive Season

At a time when festive jewellery advertising is often dominated by discounts and aggressive price comparisons, Batukbhai Sons Jewellers has adopted a quality-led approach.

The campaign prominently contrasts the appeal of a low making-charge percentage with the broader factors that determine the value of jewellery. Its message, “Value is Crafted, Not Just Calculated,” reinforces the company’s position that customers should evaluate jewellery on more than just price.

The campaign also highlights 100% BIS Hallmarked jewellery, transparency, finest craftsmanship and after-sales service as important elements of the customer proposition.

Newspaper Advertising Meets Augmented Reality

The campaign also introduces a digital element to a traditional advertising format.

Through a QR code placed in the newspaper advertisement, customers can access an Augmented Reality (AR) jewellery try-on experience. The feature allows readers to virtually try selected pieces from the brand’s festive collection, “The Art of Celebration,” from their homes. Don’t Buy Cheap. Buy Right

The initiative effectively turns the newspaper advertisement into an interactive experience and brings an element of the showroom experience directly to consumers.

Campaign Across Nagpur and Vidarbha

Batukbhai Sons Jewellers has rolled out the campaign through prominent front-page jacket advertisements in leading newspapers across Nagpur, including The Hitavada, Lokmat, Dainik Bhaskar and Navbharat.

The campaign has been communicated in English, Marathi and Hindi, with the multilingual approach aimed at reaching audiences across the Vidarbha region. Don’t Buy Cheap. Buy Right

“The Art of Celebration”

The festive collection featured in the campaign is titled “The Art of Celebration” and covers a wide range of jewellery categories, including gold, diamond, platinum, polki, gemstones and silver, along with gifting options.

The campaign states that jewellery is available from 1 gram to 500 grams and also highlights services such as monthly gold schemes, jewellery repair and care, and gold exchange.

The advertisement further directs customers to Batukbhai Sons Jewellers’ Dharampeth showroom on W.H.C. Road, Nagpur-10, while providing contact and digital engagement options.

Viraj Sheth Highlights Quality and Innovation

Speaking about the campaign, Viraj Sheth, Director, Batukbhai Sons Jewellers, said the company’s objective was to offer a message that went beyond discounts and making-charge percentages.

According to Sheth, the campaign seeks to remind consumers that fine jewellery is about craftsmanship, quality, transparency and trust, while simultaneously introducing innovation into the traditional jewellery-buying experience. Don’t Buy Cheap. Buy Right

He also emphasised that the campaign reflects two core beliefs of the company: never compromise on quality and never stop innovating. Don’t Buy Cheap. Buy Right

A Quality-Led Retail Position

With the campaign, Batukbhai Sons Jewellers is positioning its festive communication around the idea that jewellery value extends beyond making charges.

The combination of a quality-first message, multilingual newspaper advertising and an AR-powered virtual try-on experience gives the campaign a blend of traditional jewellery retail and digital engagement.

The company’s message for the festive season is clear: rather than competing solely on lower percentages, jewellery retail can focus on delivering value through quality, craftsmanship, transparency, trust and customer experience.th KISNA, your ultimate destination for authentic and stylish pieces on www.kisna.com.

FAQs

What is the main message of Batukbhai Sons Jewellers’ festive campaign?

The campaign is built around the message “Don’t Chase Percentages. Choose Quality.”

What does the campaign focus on?

The campaign focuses on quality, craftsmanship, transparency, customer trust, design, purity and service.

What is the AR jewellery try-on experience?

It is an Augmented Reality experience accessed through a QR code in the newspaper advertisement, allowing customers to virtually try selected jewellery pieces from the festive collection.

What is the name of the festive collection?

The festive collection is titled “The Art of Celebration.”

Which jewellery categories are featured?

The campaign features gold, diamond, platinum, polki, gemstones and silver, along with gifting options.

Where has the campaign been advertised?

The campaign has appeared through front-page jacket advertisements in The Hitavada, Lokmat, Dainik Bhaskar and Navbharat.

In which languages has the campaign been published?

The campaign has been published in English, Marathi and Hindi.

Who is Viraj Sheth?

Viraj Sheth is the Director of Batukbhai Sons Jewellers.

What services are highlighted in the campaign?

The campaign highlights monthly gold schemes, jewellery repair and care, and gold exchange.

Source: SVAR Media Network

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