The Challenge
Dhirsons Jewellery House has served families in Jaipur for over three decades, but the retail jewellery landscape was shifting rapidly. Rising gold prices meant customers were comparing more before committing — visiting multiple stores and spending weeks researching online before walking in.
The core problems were compounding:
- Footfall declining in non-season months — outside wedding periods (Oct–Feb), showroom visits dropped 35% compared to five years prior.
- Unable to compete with large chains on digital — national brands like Tanishq and Kalyan were dominating Google and Instagram with monthly spends exceeding ₹50L, making paid social unviable for a regional player.
- Traditional newspaper ads losing effectiveness — their primary channel (Rajasthan Patrika full-page ads at ₹1.2L per insertion) was delivering diminishing returns as readership skewed older and younger buyers moved to digital.
- No video content capability — jewellery requires visual storytelling, but professional video production quotes started at ₹3–4L, prohibitively expensive for a seasonal campaign.
The Solution
Dhirsons partnered with CTV AI to run Hindi-language video campaigns targeting their core audience on premium OTT platforms — without any production budget.
- Audience targeting: Women aged 28–50 in Rajasthan, specifically Jaipur, Jodhpur, and Udaipur metros, watching entertainment and family drama content.
- Platform selection: JioCinema and Zee5 — chosen for their strong Hindi-language entertainment libraries and high female viewership in the 28–50 demographic.
- Creative approach: Niko generated Hindi-language 15-second video ads featuring their bridal collection with regional cultural cues — meenakari designs, Rajasthani wedding motifs, and a warm voiceover in Hindi.
- Campaign timing: Pre-wedding months (October–December) when purchase intent peaks — families begin jewellery shopping 6–8 weeks before wedding dates.
- Budget: ₹12,000/month — a fraction of their previous newspaper ad spend.
The Execution
Week 1–2: Creative testing
Ran two creative variants simultaneously — one showcasing bridal collection sets (heavy kundan and polki pieces) and another featuring lightweight occasion wear (mangalsutra, everyday gold). The bridal collection creative outperformed by 45% on video completion rate, confirming that aspirational high-value pieces drive more engagement on the big screen.
Week 3–4: Platform expansion and language variant
Doubled down on the bridal creative. Added SonyLIV as a third platform to capture the older demographic watching serials. Niko also generated a Marwari-dialect variant that was tested in Jodhpur and Udaipur — it delivered 18% higher completion rates in those cities compared to standard Hindi, validating the hyper-local language approach.
"Our showroom had queues during Dhanteras for the first time in 3 years. People said they saw us while watching their favourite serials."
— Rajesh Dhirsani, Owner, Dhirsons Jewellery House
The Results
After running CTV campaigns across the October–December wedding season:
- 3x footfall increase during campaign period compared to same months previous year
- 2.4 lakh+ impressions delivered on premium OTT inventory (JioCinema, Zee5, SonyLIV)
- 71% video completion rate (industry average for jewellery: 48%)
- 52% increase in walk-ins from 25–35 age group — a segment they had been losing to online-first jewellery brands
- ₹0 production cost — all creatives generated by AI, saving an estimated ₹3–4L in studio costs
Key Takeaways
- Regional language targeting is essential for jewellery — purchasing gold is a high-trust decision; hearing your own language on a premium platform builds familiarity and credibility that English ads cannot match.
- Wedding-season timing multiplies CTV effectiveness — when intent is already high, a well-placed visual ad becomes the trigger for store visits rather than needing to create demand from scratch.
- Heritage brands benefit most from premium OTT placement — appearing alongside major entertainment content creates brand association that elevates perception, especially against large national chains.
- Low budgets work when targeting is precise — ₹12,000/month delivered results because geo-targeting to 3 cities and demographic filters to 28–50 women eliminated wasted impressions entirely.