Dubai Jewellery Group – Diwali Campaign 2025
Date: October 2025
Location: UAE
Partner Agency: BUZ Marketing & Communications
To drive festive visibility, brand affinity, and in-store footfall for Dubai Jewellery Group during Diwali by engaging Indian expat audiences across digital and on-ground touchpoints through influencer collaborations and radio activations.
Influencer Collaborations:
Partnered with UAE-based Indian lifestyle, mom, and fashion influencers including Chandni Dhawan, Harishma, and Maya Kartha. The focus was on creating authentic, relatable festive storytelling around Diwali jewellery shopping, leveraging bilingual content (English and light Hindi/Malayalam) to resonate with diverse South Asian communities.
Multi-Channel Approach:
Combined influencer-driven content with radio amplification across 89.1 Radio 4 FM and Gold 101.3
FM, ensuring linguistic and regional relevance. The campaign seamlessly merged online engagement
with offline brand presence to maximize festive recall.
| Influencer Campaign Performance: | |
| Chandni Dhawan | 137,015 views | 7,345 likes | 488 shares & saves | 183 comments |
| Harishma Engagements | 61,134 views | 519 likes | 175 shares & saves | 53 comments |
| Maya Kartha | 44,846 views | 989 likes | 50 shares & saves | 37 comments |
| Total Reach | 243K+ views across 3 influencer profiles |
| Platforms | Instagram (Reels + Stories) |
| Languages: | English, Hindi, Malayalam |
| Radio Activations: | |
| 89.1 Radio 4 FM (Hindi): 23 spots | |
| Gold 101.3 FM (Malayalam): 41 spots | |
| Extended festive awareness and reinforced the campaign across two key Indian-language stations, reaching communities across Dubai, Sharjah, and Abu Dhabi. | |
| Key Highlights: | |
| Top Performer | Chandni Dhawan achieved the highest traction with 137K+ views and standout engagement. |
| Cultural Resonance | Festive storytelling around family, gold, and tradition effectively connected with UAE’s Indian expat population. |
| Authentic Appeal | Influencers’ relatable Diwali styling content enhanced emotional engagement and brand trust. |
| Integrated Reach | Radio and digital combined to deliver strong festive recall and multi- platform visibility. |
The Diwali campaign celebrated cultural connection through emotion-led storytelling and authentic
influencer voices. By merging community-driven digital content with traditional media, BUZ successfully amplified Dubai Jewellery Group’s festive presence, positioning the brand as a symbol of heritage, celebration, and trust during the UAE’s most anticipated festive season.