Dubai: Offer a chance for jewellery shoppers to win more gold? Or entice them with the possibility of getting their hands on a Bentley?
According to a top official at Kalyan Jewellers, there was never any doubt as to which option the retailer should take for its latest promotion. In this one, local shoppers who make purchases of Dh1,000 and more get to enter a raffle for a Bentley Flying Spur (with a list price of Dh876,000). The retailer is having a similar offer at its Kuwait stores as well.
“When it comes to a certain aspirational value, the Bentley is the best way to make that happen,” said Ramesh Kalyanaraman, Director at Kalyan. “I don’t think offering a raffle where shoppers could win more gold would have created the desired impact.”
In fact, the Bentley was the only choice when it came to deciding what set of wheels would be the ideal fit. (Jewellery retailers in the UAE have in the past been quite liberal in handing out BMWs as part of draws, while some time ago, a Rolls-Royce was put up as the ultimate prize.) “The idea of keeping the purchasing threshold at Dh1,000 is to enable maximum participation,” said Kalynaraman. “We believe that this price point will not only resonate with our existing customers, but will also provide an entry point for new customers.”
As with all of its recent campaigns, Kalyan has called in its roster of brand ambassadors, including Bollywood’s Amitabh Bachchan, to helm the print, radio and radio spots.
