The Cultural Insight
Akshaya Tritiya is a sacred Hindu festival celebrating the "golden day", when any gold purchased is believed to bring good fortune for the entire year.
For Indian-American families, this is more than just a day of shopping. It's one of the most spiritually significant purchase decisions of the year, often involving multi-generational family input on investments ranging from $800-$20,000.
But here's what most agencies miss: Indian communities from different regions have completely different jewelry preferences, and first-generation immigrants maintain the strongest connection to these cultural traditions.
The Challenge
We needed to help Tanishq USA, the prestigious Tata Group jewelry brand, launch 7 stores across America and compete against established Indian jewelry brands…all while targeting a very specific audience willing to spend up to $80,000 on authentic 18-22 Karat gold jewelry through precision advertising.
The Solution
We developed a minimum-spillage targeting strategy that eliminated wasted ad spend while maximizing cultural relevance. Rather than broad demographic targeting, we focused on the 3 core regional communities (Tamil, Telugu, Gujarati) driving the majority of sales and used verified South Asian audience data to ensure every impression reached not only those who celebrated…but those who were ready to buy.
Our approach included a sweepstakes where participants had the opportunity to win 1 of 5 gold coins valued at $1,000, to further boost excitement, partnering with Indian grocery stores, restaurants, and community events where target families actually shop and gather. We then amplified our messaging through traditional media, OOH and cultural influencer marketing.
Throughout the campaign, we deployed real-time optimization based on store-level performance data across all 7 locations, allowing us to pivot tactics mid-campaign when needed.
When cultural understanding meets data-driven precision, exceptional results follow.
8% Higher
reach
comparing to previous campaigns
53% Lower cost
per reach
109% of the revenue
target achieved across all stores
26% Increase
in video view rates
7 Successful store launches across key markets