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.
