Client Overview
Muliya Gold & Diamonds is a heritage jewellery brand rooted in Karnataka, trusted since 1944 for its craftsmanship, purity, and deep customer relationships. Over the decades, the brand has grown from a single store into a multi-showroom presence across gold, diamond, and silver categories, including Muliya Silveriya, its dedicated line of 92.5 sterling silver jewellery. As part of our ongoing partnership with Muliya, we took on Silver Marathon 2026, a 90-day campaign built to bring that same energy and trust to the Silveriya line across newer markets like Madikeri and Gonikoppal.
The Challenge
Madikeri and Gonikoppal are relatively small markets, which meant the available audience pool was limited. Running a 90-day campaign across such a small population risked repeatedly showing the same ads to the same people, driving ad frequency up and engagement down over time.
<p class="red-text">“Create a fresh, energetic brand identity that appeals to both our loyal audience and captures the attention of the next generation.”</p>Our Approach
To keep ad frequency in check and hold audience interest across the full 90-day run, we refreshed the creative mix on a regular basis rather than letting a single set of ads run on repeat. This included
- Rotating in new posters throughout the campaign duration
- Introducing carousel ads to showcase the wider Silveriya collection
- Adding reels to bring in a different content format and re-engage audiences who’d already seen the static creatives
The campaign itself, Silver Marathon 2026, ran as a 90-day mega silver festival, offering incentives like a lucky draw (with prizes including an EV scooty, washing machine, smartphone, and air fryer) for purchases above ₹5,000, along with an old-for-new silver exchange offer.
Campaign duration: 17th June to 14th September 2026
