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TEQUILA \Gold Plus is a mass market jewelry brand/retailer from the house of TATA (TitanIndustries). The brand operates in Tier 2 and Tier !ities of India.An extensiverange of over 5,000 designs in 22 kt plain gold and diamond jeelr! is offered in all t"e

stores a#ross t"e #o$ntr!% &$rrentl! 'oldpl$s "as more t"an 2( stores spread a#ross

Tamilnad$, And"ar, )arnataka, *a"aras"tra and +$nja

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"A#$ #T%&'

ural Adertisin*

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Goldplus came up with the specific problem of havin not done much inleverain the

brand!store as an interal part of the communit"

Be"ond the transactional relationship Goldplus had not "et fored an"consumer initiatives#

+a!k*round

Te$uila was commissioned to come up with a series of

consumer connectprorams and implement them % App & per "ear per mar'et (

Task

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)trate"A large number of women in these markets are housewives.

Insight was that most of them would be spending some out

of time in some form of recreation like cooking classes,

painting for home, garment making etc.

Since Goldplus is in the business of making gold jewelry, we

decided to launch a jewelry-making contest for housewives.

ewelry !aking kits were handed out to all participatinghouse wives free of cost.

"ocal touch points like restaurants, temples etc were used

along with hoardings and transit media

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"onsumer !onne!t pro*ram,ewelry makin* !ompetition for

housewies

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*ow+,--- entr" passes distributed to

ladies each mar'et#

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Action

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"ommuni!ation)e! &reative

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Entr" pass #

.essae/

Brin this pass and collect the 0eweller"ma'in 'it 12EE

$-T' PA##E1A*+LE - 3-)

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Entr" passes bein distributed at 2estauran)chools3 4ollees3 *ouses 5 paper insert

At arious tou!hPoints

/ELE&T /.A+/ - I*+LE*E.TATI-.

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utdoor/ELE&T /.A+/ - I*+LE*E.TATI-.

6an 7romo and *oardin!)tandeesat 8e" locations#

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At arious tou!hPoints

/ELE&T /.A+/ - I*+LE*E.TATI-.

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Women stood in $ueues to collect their9esin 'it and for )ubmittin their entri

At the #tore/ELE&T /.A+/ - I*+LE*E.TATI-.

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0ewelr" 'its bein submitted b" women

At the #tore/ELE&T /.A+/ - I*+LE*E.TATI-.

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2esults

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+-,: Wal';ins for a period of two wee's asaainst client e

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+>?@ Wal';ins for a period of two wee's asaainst client e

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Goldplus sa"s