As part of MediaBrief’s exclusive invite-only FestiveBrandBrief26 series, Aditya Modak, Co-founder, Gargi by P. N. Gadgil & Sons, shares how the brand is approaching the festive season with a focus on togetherness, gifting and self-expression. He also discusses the role of digital-first marketing, creator-led content, retail activations, cross-platform integration, and the brand’s approach to building lasting consumer connections beyond the festive period.
As India’s festive season gathers momentum, jewellery brands are looking to combine contemporary design, accessible offerings and meaningful storytelling to connect with evolving consumer preferences. Outlining Gargi by P. N. Gadgil & Sons’ festive strategy, Modak says, “This festive season, Gargi by P. N. Gadgil & Sons is about celebrating the spirit of togetherness, gifting and self-expression through jewellery that is versatile, elegant and accessible.”
“Our approach is to create relevant collections which fit into festive moments but continue to be relevant beyond the moment and to create meaningful relationships with consumers,” he adds.
Modak says the brand is bringing together multiple consumer touchpoints to create a cohesive festive experience. “We deliver memorable festive moments through engaging storytelling, digital first experiences, curated retail activations and thoughtful customer engagement.”
He adds, “We combine today’s styles with reliable craftsmanship to inspire consumers to celebrate every milestone with jewellery that reflects their personal style and treasured memories.”
“This festive season, Gargi by P. N. Gadgil & Sons is about celebrating the spirit of togetherness, gifting and self-expression through jewellery that is versatile, elegant and accessible” – Aditya Modak
Digital at the core of the festive campaign
Speaking about the mediums and platforms being leveraged this festive season, Modak says, “Our festive campaign is an integrated marketing campaign with digital platforms at the core.”
“We’ll be able to catch consumers on their buying journey with social media, video content and performance marketing,” he says.
The brand is also complementing its digital efforts with physical and earned-media touchpoints. “In-store branding, festive visual merchandising, PR and regional media outreach are additional support to increase visibility of the brand in key markets.”
Modak adds, “We’re also using creator-led content and user engagement to generate real conversations about festive styling, gifting and personal celebrations. Each platform serves a different purpose and builds on a consistent brand story.”
Creating a consistent brand experience across platforms
On the importance of cross-platform integration, Modak says, “Consumers touch multiple points with brands before they make a purchase, so cross-platform integration is important.”
“They should have the same experience whether they find us in the social media, read about us in the media or visit a store,” he adds.
Explaining how the brand is maintaining consistency, Modak says, “We achieve this by having a consistent visual identity, messaging and campaign theme across all channels, but tailoring content formats to the specific platform.”
“This allows us to extend our brand story across multiple consumer touchpoints while still being relevant and authentic,” he says.
“They should have the same experience whether they find us in the social media, read about us in the media or visit a store” – Aditya Modak
Measuring festive marketing success
Sharing how the brand will evaluate the success of its festive marketing efforts, Modak says, “Success is not just sales.”
“We will be looking at a mix of business and brand metrics for our festive campaign such as customer engagement, reach, website traffic, store footfalls, conversion rates, campaign recall and media visibility,” he explains.
The brand will also use consumer feedback to assess the effectiveness of its communication. “We also closely monitor customer feedback and social interactions to gain valuable insights into how our messaging is being received by consumers.”
“At the end of the day, success is all about building brand affinity and serving a seamless customer experience during the festive season,” Modak adds.
Cutting through festive clutter with relevance
Speaking about the biggest challenge brands face when planning their festive marketing strategies, Modak says, “One of the biggest challenges today is to create a mark in a crowded festive marketplace where consumers are bombarded with innumerable campaigns across platforms.”
“To grab attention, you need more than a promotional message, you need authenticity and relevance” – Aditya Modak
“To grab attention, you need more than a promotional message, you need authenticity and relevance,” he adds.
Modak explains how Gargi is addressing the challenge: “At Gargi, we are addressing this through meaningful storytelling, contemporary designs that are in sync with the evolving consumer preferences and a customer first approach across both online and offline experiences.”
Concluding, he says, “We’re not interested in being part of the holiday noise, we want to create real connections to make the brand unforgettable long after the season is over.”
