Our Work / Selva Maligai
Case study · Meta marketing
Selva Maligai: a jeweller since 1937, found again on Instagram and Facebook.
How Akkenna ran Meta ads and content for a heritage gold, diamond and antique jewellery house in Salem, Harur and Dharmapuri, turning collection launches into enquiries and showroom visits.
- Client
- Selva Maligai
- Showrooms
- Salem, Harur, Dharmapuri
- Category
- Gold, diamond, silver, platinum and antique jewellery
- @selvamaligai
At a glance
Where Selva Maligai is today
The brief
Where Selva Maligai started
Selva Maligai has made and sold jewellery since 1937, with showrooms in Salem, Harur and Dharmapuri. Its line today reads “Rare, Rich & Royal Jewellery” and “Worn for Moments, Cherished for Generations”: antique and temple pieces, 22KT gold, diamonds, silver and platinum.
Nearly nine decades of reputation lived with families who already shopped there. Younger buyers and wedding families planning their purchases were searching on Instagram and Facebook, and that is where the brand needed to show up.
The goal: use Meta to put Selva Maligai’s collections in front of the right buyers across the Salem region, bring in enquiries the showroom team could follow up, and fill the stores in the festive and wedding seasons.
What we did
Meta marketing, end to end
Audience and targeting
Campaigns built around each showroom’s catchment, with separate audiences for wedding buyers, festive shoppers and repeat customers. Meta ads
- Location targeting around Salem, Harur and Dharmapuri
- Lookalikes from past enquirers and engaged followers
Paid campaigns
Instagram and Facebook ads for each collection, with objectives matched to the stage of the buyer. Performance marketing
- Lead form and click-to-WhatsApp campaigns
- Reach and video views for launches, retargeting to convert
Creatives and feed
Ad creatives and organic posts that show the jewellery up close and carry the heritage tone of the brand. Social media marketing
- Collection posts for 18K rose gold, Ghanti and antique pieces
- Festive greetings for Gandhi Jayanti, Ayudha Pooja and Vijayadashami
Reporting and lead handling
Weekly reviews of cost per lead and creative performance, with leads passed to the showroom team to call back.
- A/B tests on creatives, copy and audiences
- Monthly reports tying leads to showroom visits
Campaign spotlight
Ghanti Collection: “A Golden Rhythm”
For the launch of the Ghanti Collection we ran a teaser, launch and retargeting sequence across Instagram and Facebook, built on the line “Kavithai Sollum Thanga Nagaigal”, gold jewels that speak like poetry.
The same approach carried through the season’s other launches, so each collection had its own story, creative set and audience.
How it ran
The approach
- Understand the houseStudied Selva Maligai’s history since 1937, its three showrooms, and who buys: wedding families, festive shoppers and loyal repeat customers.
- Set up the accountOrganised the Meta Business account, pixel and lead forms, and connected enquiries to WhatsApp and the showroom team.
- Launch by collectionBuilt a campaign for each launch and festival, with creatives made for Reels, Stories and the feed.
- Optimise every weekMoved budget to the best audiences and creatives, cut cost per lead, and tracked leads through to showroom sales.
More work
Other jewellery case studies
Akkenna · Coimbatore
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