Chennai: GRT Jewellers has introduced an interactive Instagram maze challenge under its Aadi Thanga Thiruvizha campaign, inviting followers to test their navigation skills and compete for rewards during the culturally significant Tamil month of Aadi.
The campaign creative features a circular maze with a GRT-branded gold coin placed at the centre. To participate, users must take a screenshot of the maze, identify and draw the correct route from the starting point to the coin, and post the completed image on Instagram while tagging @grtjewellers. Participants must also follow the company's official Instagram page for their entries to be considered valid.
According to the contest guidelines, only one entry per Instagram account will be accepted for each game. Winners will be selected based on their performance across the Aadi Thanga Thiruvizha challenges. GRT Jewellers has stated that entries containing inappropriate content or any form of malpractice will be disqualified, while the brand's decision regarding the winners will remain final.
The campaign is centred around Aadi, the fourth month of the Tamil calendar, which generally falls between mid-July and mid-August. The month holds deep religious and cultural significance across Tamil Nadu and is dedicated to the worship of the Divine Mother (Shakti) in forms such as Amman, Mariamman and Andal. Major observances during the season include Aadi Velli, Aadi Pooram and Aadi Perukku, each celebrating devotion, prosperity, nature and community traditions.
While Aadi is traditionally regarded as a period of spiritual observance rather than one for weddings and major family ceremonies, it has also evolved into one of the biggest retail seasons in Tamil Nadu. Jewellery retailers launch annual Aadi Thanga Thiruvizha (Gold Festival) campaigns featuring attractive offers, customer engagement programmes, lucky draws and digital activations, encouraging consumers to invest in gold ahead of the upcoming festive and wedding season.
By incorporating a maze challenge into its seasonal campaign, GRT Jewellers is blending festive tradition with modern digital marketing. The gamified format encourages customers to actively engage with the brand, generate user-created content and increase participation across social media rather than simply viewing promotional advertisements.
The initiative reflects a broader shift within the jewellery industry, where brands are increasingly using interactive campaigns to strengthen customer engagement and build stronger digital communities. Through its Aadi Thanga Thiruvizha Maze Challenge, GRT Jewellers has transformed a traditional seasonal promotion into an engaging online experience that celebrates both Tamil culture and consumer participation.