Client Overview
Muliya Gold & Diamonds is a heritage jewellery brand with deep roots in Karnataka, known for its craftsmanship, trustworthiness, and tradition. After 15 years since their last brand update, Muliya partnered with us to refresh its identity, and we introduced a new logo, an elephant mascot, and the tagline “Creating Happiness,” energising the brand for a modern audience while staying true to its legacy. Following that rebrand, Muliya continued the partnership with us for ongoing social media management, turning the new identity into a steady stream of campaign-led content designed to keep the audience engaged and walking into stores. MuliyaChinnotsava 2024 was one of the flagship campaigns built on top of that foundation.
The Challenge
A festival moment is only valuable if it converts. Muliya needed a campaign that could
<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>- Reach a wide, relevant audience during a key seasonal window
- Turn passive scrollers into people who actually walk into a store
- Do all this while staying true to the brand’s elevated, premium identity
Our Approach
Rather than running one generic campaign, we segmented Muliya’s audience into distinct groups and built content specifically for each. Different post formats, from festive brand storytelling to product-focused creatives to offer-led posts, were used to speak to these different audience segments in the way that would resonate most with each. These posts were then backed by targeted ad spend, converting engagement across the different content types into a steady stream of leads.
- Segmented the audience into distinct groups based on relevance to the Chinnotsava moment
- Created varied post formats and creative angles tailored to each segment
- Ran targeted ads behind these posts to convert engagement into leads
- Consolidated results across segments into a single, trackable lead-generation funnel
“This wasn’t just a rebrand; it was a cultural reset for us. Every element, from the mascot to the message, speaks to our hearts. The Web People team truly brought our vision to life.”
Muliya Gold and Diamonds
A single festival campaign, executed through segmented targeting rather than a one-size-fits-all push. It proves that seasonal moments can be engineered for measurable, store-level outcomes.
