Nishka Jewellery’s new campaign aims to turn radio engagement into in-store experience

Gold price prediction forms the core of the ‘Predict and Win Gold Vouchers’ campaign, chosen for its relevance among radio listeners in the UAE, who closely track daily gold rates

Dubai: Nishka Momentous Jewellery has launched ‘Predict and Win Gold Vouchers’, a radio activation designed to convert listener engagement into store footfalls. The campaign gives radio listeners a chance to win gold vouchers, which they have to redeem by physically visiting Nishka Jewellery stores, creating a structured journey that begins on air, extends across social platforms and culminates in-store.

Speaking to The Retail Jeweller Middle East, Nishin Thaslim C M, Chairman, Nishka Jewellery, said, “Nishka Jewellery launched the ‘Predict and Win Gold Vouchers’ campaign to turn radio engagement into an exciting on-ground experience, giving loyal listeners a chance to win exclusive gold vouchers. This reflects a modern retail approach where the journey starts on air, continues on social platforms, and culminates in-store, specially designed for radio audiences. This on-air to in-store journey ensures that listeners do not just hear about Nishka Jewellery but also experience the collections and service first-hand.”

Gold price prediction forms the core of the activation, a format chosen for its strong relevance among radio listeners in the UAE, who closely track daily gold rates. Participants are invited to predict the 22K gold rate for a specific date announced on air. “Gold price prediction was chosen because radio listeners in the UAE closely follow daily gold rates, and this format lets them use that habit in a fun, rewarding way while tuned in. By predicting the 22K gold rate for a specific date announced on air, listeners learn more about price movements and feel more informed and confident when they later walk into the showroom,” Thaslim said.

A key element of the campaign is Nishka Jewellery’s partnership with 89.4 Tamil FM, which enables direct engagement with a strong and loyal Tamil-speaking listener base in the UAE. “Partnership with 89.4 Tamil FM allows Nishka to speak directly to a strong, engaged Tamil-speaking listener base, turning regular shows and segments into touchpoints for the campaign. Their on-air promotions, mentions and presenter endorsements help introduce the ‘Predict and Win Gold Vouchers’ concept to new listeners who may then visit Nishka showrooms for the first time,” observed Thaslim.

The radio-first initiative aligns with Nishka Jewellery’s broader 2026 strategy, which prioritizes community-based, experience-driven initiatives over generic mass promotions. “Focusing the campaign on radio listeners aligns with Nishka’s 2026 strategy of building community-based, experience-driven initiatives rather than generic mass promotions,” Thaslim said.

The campaign also coincides with Nishka Jewellery’s ongoing retail expansion across the UAE and internationally. New showrooms are planned in Meena Bazaar, Al Nahda, Abu Dhabi and Sharjah, offering radio listeners more accessible locations to redeem prizes and engage with the brand. “We are also coming soon to India with a store in Calicut, so our listener community with ties back home can experience Nishka Jewellery there as well, along with future listener-focused campaigns,” Thaslim stated.

Nishka Momentous Jewellery operates four stores in Abu Dhabi and a total of five showrooms across the UAE. The network spans high-footfall residential and commercial locations, giving the brand strong on-ground visibility and direct access to diverse customer segments.

Written by Sneha Bhagat

Retail Jeweller ME News