The age old format of directly says that this celebrity is coming to inaugurate a shop, leveraging on the celebrities reach to his target audience though tried and tested to be effective needs to be broken. I am stuck and are presenting in 2 days time a fresh idea on how an inauguration campaign can be done with same results for a jewelery shop. this campaign will be run for a week in radio and print. Flash mob was an innovative idea when it came to branding…i am looking for inspirations there is no specific USP for the brand, rather it has everything that caters to a typical middle class Indian’s appetite for gold. its located in the heart of town around 300,000 families, easily accessible by metro, transport bus and taxi. unfortunately nothing makes them special/different from others. middle class Indians especially south Indians. why they would come can be the offers provided on that day.

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Jay’s Answer: If there’s no restrictions – give away your jewelry. Your celebrity could judge a (look-alike, dance, talent, etc.) contest with the prizes the jewelry. Livecast the event, and also have people at home vote for their favorites using phone/website.