Category: 92.5 Sterling Silver Jewellery

Amaltaas is a premium sterling silver jewellery brand with a strong product catalogue and an established customer base.

Like many jewellery brands, a significant share of annual revenue was concentrated around festive and gifting seasons. The opportunity wasn't to spend more during Rakhi and Diwali—it was to build a growth system that could maximise festive demand while maintaining profitability.

KEY GROWTH CHALLENGES

Creative Testing Started Too Late

Most creative testing began only days before festive campaigns, leaving little time to identify winning concepts.
No Localised Creative Strategy

The same messaging was being used across different cities despite clear differences in customer behaviour and purchasing patterns.

High Retargeting Costs

Retargeting campaigns were operating at a significantly higher customer acquisition cost than expected.

Demand was being captured during festive periods rather than being built in advance.
Weak Retention Systems
Existing customers weren't being effectively re-engaged between festive periods, limiting repeat purchases.

GROWTH FRAMEWORK

Building a Festive Growth System

Instead of treating Rakhi, Navratri, and Diwali as individual campaigns, the entire festive period was planned as one continuous growth cycle.

Start Earlier

Creative testing and audience building began weeks before peak demand.

Scale Winning Products

Budget was concentrated on proven bestsellers while continuously testing high-potential products.
Build High-Intent Audiences
Purchase, add-to-cart, and checkout signals were accumulated well before the festive season to strengthen audience quality.

Localise Creatives
Creative messaging was tailored for different cities and audience segments to improve relevance and performance.