In the bustling corridors of Karnataka’s jewellery landscape, few names command the respect that Abharan does. With a legacy spanning over 85 years, this heritage brand has been the silent witness to countless weddings, milestone moments, and generational traditions across South India. Known for its exquisite craftsmanship, authenticity, and trust, Abharan has a clientele of over 14 lakh loyal customers—a number that most jewellery brands would envy.
Yet, when the world came to a sudden standstill during the COVID-19 pandemic, even the strongest of legacies were tested. The challenge wasn’t about product quality or reputation. The challenge was: visibility in a world that had rapidly gone digital.
In a landscape where new-age D2C brands aggressively dominated social media and legacy players had already embraced omni-channel branding, Abharan found itself at a crossroad.
They had the jewellery. They had the trust. But what they didn’t have was a digital identity that reflected their heritage.
That’s when they came to us—not just for posts or promotions, but for a complete brand reawakening. They didn’t just want an Instagram presence; they wanted to make every digital interaction feel like stepping into an Abharan showroom.
What followed was a 12-month transformation that redefined Abharan’s online presence, positioned it as Karnataka’s most emotionally resonant jewellery brand, and delivered tangible business results—without spending a single rupee on digital ads.
The Problem: A Legacy That Hadn’t Fully Transitioned Online
Despite its dominance in Karnataka’s offline jewellery market, Abharan’s digital presence in early 2020 was almost non-existenTheir Instagram was a patchwork of product photos, lacking a clear aesthetic or narrative. There was no storytelling, no engagement, and no human connection—elements crucial for high-end retail in the digital age.
But Abharan wasn’t alone in facing this challenge. Across Karnataka, legacy jewellers struggled with digital adaptation.
Where Abharan Was Falling Behind
- Lack of Visual Consistency – No cohesive brand language across social media.
- Zero Community Engagement – Comments were sparse, and DMs were chaotic.
- No Human Connection – A trust-driven business needed more than just product posts.
- Underleveraged Customer Stories – Generations of families had shopped at Abharan, but their stories remain untold.
- No Digital-First Strategy – Festive promotions were primarily communicated in-store and via TV ads, leaving social media as an afterthought.
Most importantly, COVID had pushed Abharan’s older clientele online, but they weren’t finding the brand there.
The solution? Not just a content plan, but a complete digital transformation.
Our Approach: Crafting a Digital Experience That Felt Like Walking Into Abharan
To bridge the gap between legacy and modernity, we built a multi-faceted strategy that balanced tradition with digital innovation.
1. Bespoke Content Strategy: Tailoring the Digital Showroom
- Created distinct content grids for each jewellery collection:
- Heritage collections → Opulent, royal aesthetics
- Minimalist collections → Sleek, modern visuals
The goal: Make every Instagram scroll feel like stepping into an Abharan showroom.
2. Brand Storytelling: The Human Connection
- Shifted the focus from just jewellery to the people behind the brand.
- Featured long-standing employees explaining craftsmanship, building trust and relatability.
3. #BridesOfAbharan: The Power of UGC (User-Generated Content)
- Launched an organic UGC campaign asking brides to share wedding moments in Abharan jewellery.
- 230+ real customer submissions → Creating authentic brand credibility.
- Competitor contrast: Unlike competitor’s celebrity-heavy bridal campaigns, Abharan showcased real brides, making it more relatable.
4. Generational Customer Journeys: 85 Years of Legacy in Stories
- Interviewed families who had shopped at Abharan for 7-9 decades.
- These nostalgic, emotion-driven stories showcased loyalty and tradition in a way no competitor had done before.
5. Influencer Marketing: A Hyper-Localized Approach
- Micro & Macro Influencer Strategy:
- Shruthi Prakash (Coastal Karnataka-Mumbai audience) → Boosted PRITTY Collection.
- Ashvithi Shetty (Bunt Community) → Showcased daily wear collections.
- Neolite Collection → Worked with 7 different micro-influencers from Karnataka & Goa for regional appeal.
Result: 3M+ organic reach, 200K+ engagement
6. TV Ads: Marrying Tradition with Digital
- Designed L-shaped, band-size, and 16:9 TVCs for festive offers.
- Repurposed these ads for digital → Ensuring maximum cross-platform reach.
Competitive Edge: Why Abharan Stood Out
Compared to competitors, Abharan’s digital transformation was deeply personal and community-driven:
Results & Impact: The Transformation
- Follower Growth: 9.8K → 14K organically (+600 per month).
- Engagement Surge: Reach per post grew from 3K to 20K.
- PRITTY Collection Sold Out in 3 months post-influencer campaign.
- DMs Became Lead-Generating Machines → 12-15 high-quality inquiries per day.
- 230+ brides participated in #BridesOfAbharan, strengthening social proof.
Conclusion: A Benchmark for Karnataka’s Jewellery Industry
By blending authentic storytelling, hyper-local influencer marketing, and a refined content strategy, Abharan didn’t just survive the digital shift—it thrived. Today, it stands as a benchmark for legacy brands looking to modernize without losing their soul. And the best part? All of this was achieved organically—without a single rupee spent on digital ads.
