BUZ Archives - BUZ Management & Marketing Agency

Dubai Jewellery Group – Diwali Campaign 2025

Date: October 2025
Location: UAE
Partner Agency: BUZ Marketing & Communications

Objective

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.

Strategy

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.

Results & Impact

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.

Brand Reinforcement

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.

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