The festive season in India always brings a certain kind of magic – lights, laughter, and of course, jewellery shopping. Even with gold prices climbing higher this year, the excitement to buy something new didn’t fade among customers. To make the celebrations even more rewarding, MK JEWELS introduced a special festive offer – 50% off on making charges across gold, diamond, and polki jewellery.

That’s when X & Zero stepped in to turn this great offer into a great story. We curated a series of ideas and concepts to promote the offer.

It started with a bold flex board outside the store that read “DO NOT PEEK”, instantly causing curiosity. Naturally, people peeked, and that playful moment was exactly what we wanted. It was a clever negative marketing tactic that made people stop and engage.

And just when curiosity was at its peak, we brought in the founders of MK JEWELS for a fun and creative reveal, personally announcing the festive offer in style.

Alongside this, we created another engaging concept inspired by the festive tradition of giving a lifafa. A large envelope travelled through the store, passed from one person to another, building anticipation with every handover before finally reaching the founders, who opened it to unveil the festive offer. A playful twist that turned a simple announcement into a moment of joy and celebration.

From teasing curiosity to making the big reveal, the campaign transformed a simple store discount into a festive celebration that everyone became a part of.