Woman wearing light diamond jewellery during festive season

Campaign 01 · Festive & gifting

Wear Your Joy

Gifted at Diwali and Akshaya Tritiya — worn every day after.

ObjectiveOwn festive gifting, and reframe diamonds from vault-pieces to everyday wear.

ChannelsInstagram · Meta · in-store · WhatsApp CRM · quick-commerce

North-star KPIFestive walk-ins → assisted conversion

Business context

Why festive is the unlock

40–50%

of annual diamond sales fall in the festive window (Oct–Mar).

De Beers India · Retail Jeweller India

15–18%

of annual jewellery revenue comes from Akshaya Tritiya alone.

CAIT

~40%

of festive diamond buyers are buying the category for the first time.

De Beers India Acquisition Study 2025

The big idea

"Some gifts you store. This one, you wear."

We move festive diamonds out of the locker and into daily life — positioning a Zen gift as joy that keeps showing up long after the diyas are packed away. Auspicious enough for the occasion, light and design-led enough for every day.

Primary audience

The festive gifter

Buying for a partner or family across Akshaya Tritiya, Diwali and weddings. High intent, time-boxed, value-aware — and quietly hoping the gift gets worn, not stored. Needs reassurance on value, certification and everyday wearability.

Execution board

How it runs

Festive runway

AwarenessT–6 weeks · Teasers + wishlistFestive film teaser, gifting wishlist live, store windows briefed.

Earned reachT–3 weeks · Creator gifting waveSeeding kits to Indian creators; styling + "what I'd gift" content.

DemandT–1 week · Offers + conciergeOffer LP, WhatsApp concierge, retargeting and quick-commerce live.

ConversionFestive week · Full blitzPaid peak, in-store gifting events, assisted selling.

Advocacy+2 weeks · "Worn it" UGCCustomer wear-stories, reviews, #WearYourJoy reposts.

Retention+4 weeks · CRM nurtureCare guide, next-occasion nudges, exchange/upgrade intro.

Deliverables

Hero festive film (30s + cutdowns)
5-slide gifting carousel
6 reels (styling, gifting, reveal)
Gifting guide (LP + PDF)
Store windows + danglers
WhatsApp broadcast set
Offer landing page
Retargeting creative set
EDM ×3 (tease / offer / last-call)
Influencer gifting kits
Quick-commerce banners
Premium in-store gift box

Channel plan & budget

Instagram + MetaAwareness + retargeting35%

CreatorsGifting + styling reach20%

In-store + windowsConversion + concierge20%

WhatsApp CRMNurture + repeat15%

Quick-commerceLast-minute gifting10%

Role artifact · festive calendar

Sep–Oct

Navratri & Dussehra

Warm-up: wishlist building, store-window reveal, first creator drops.

Oct–Nov · peak

Dhanteras → Diwali

Gifting blitz: paid peak, concierge, in-store events, quick-commerce.

Apr 19 · peak

Akshaya Tritiya

Auspicious-buying moment: dedicated offers, education, assisted selling.

Role artifact · gift-to-store journey

Discover

Festive film / reel stops the scroll.

Save

Wishlist + store locator.

Concierge

WhatsApp helps choose the gift.

Visit

Booked store visit, assisted.

Gifted

Premium gift-box moment.

Worn

Daily wear · #WearYourJoy.

Nurture

CRM: care + next occasion.

Budget split & assumptions

Budget percentages are planning splits for the festive window, weighted to conversion-proximate channels. All performance figures on this page are illustrative targets for a modelled festive program, not reported results.

Zzendiamond.inSponsored · Wear Your Joy···

This festive season, gift more than a moment.

Give something she’ll wear every day after.

Diamonds that leave the locker.

Light enough for a Tuesday. Special enough for Diwali.

The occasion ends. The everyday begins.

A gift that keeps showing up — long after the lights come down.

Natural. Certified. Forever yours.

A real diamond, with a lifetime promise to grow with you.

Find your festive piece.

Book a viewing or shop online this Akshaya Tritiya.

Shop the festive edit →

1/5

1,204 likes

zendiamond.in Some gifts are for the occasion. Ours are for every day after it. ✨ #WearYourJoy #EverydayDiamonds #AkshayaTritiya

Swipe the campaign →

Social · campaign carousel

The post, as it would run

A swipeable Instagram carousel for this pillar — the creative as the audience would actually meet it.

Measurement dashboard

What we'd judge it on

Reach4.0Mpaid + organic, festive window

Qualified leads24,000locator · wishlist · enquiry

Festive walk-ins+30%vs prior window (target)

New-to-brand40%share of festive buyers

Blended ROAS4×festive paid media

Figures illustrative — targets for a modelled program, not reported results.

Next pillar

Open in the City →

Store-launch playbook