DIGITAL MARKETING STRATEGY
AMAR SHINDOOK
Presenter
Shraman Roy Choudhury
CONTENTS
Introduction
1. Business/ Niche Selection
2. SEO Audit & Strategy
3. Google Ads Strategy
4. Meta Ads (Facebook & Instagram Ads)
5. Organic SMO Strategy
Business Overview
Campaign Overview
INTRODUCTION
Current presentation serves the purpose of conducting a business analysis of Amar Shindook, which is a handmade jewelry brand located in Kolkata. Aspects such as strengths and weaknesses of the firm along with opportunities and threats facing the firm have been evaluated. Moreover, based on the assessment of the target audience segments and suitable keywords strategies have been formed for improving its SEO and Advertising performance. All these strategies will contribute to the improvement in the business performance and brand awareness of the brand.
COMPANY
OVERVIEW
The dream of the founder of Amar Shindook behind the foundation of the company have been to provide customers with high quality yet affordable hand made jewelry. This dream of the founder of the company have been fueled by the motivation to contribute to the upliftment of women artisans by providing them with a platform to showcase their work. Wide range of jewelry options are available at Amar Shindook for the customers which is categories based on jewelry types and techniques used for manufacturing them.
PRODUCT GALLERY
Necklace
Finger Ring
Turkmeni
Necklace
Earring and Necklace Set
AFGHANI
CLAY
BANGLE
DOKRA
FABRIC
The key business challenges facing Amar Shindook are:
BUSINESS CHALLENGES
Source: https://www.semrush.com/website/
CAMPAIGN OVERVIEW
CAMPAIGN OBJECTIVES
This presentation provides overview of the complete SEO audit and Digital marketing Strategy for Amar Shindook. The key components of the Campaign are presented below:
Objectives of the DM Campaign of Amar Shindook are:
Amar Shindook DM Campaign
SEO Audit
Keyword Research
SEO Strategy
Google Ads Strategy
Meta Ads Strategy
Organic SMO Strategy
TARGET AUDIENCE SEGMENTATION
DEMOGRAPHICS | PSYCHOGRAPHIC | GEOGRAPHIC |
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BUSINESS/NICHE SELECTION
Company Website
Analysis of the Current Digital Presence of Amar Shindook
Source: https://shorturl.at/1Awof
ANALYSIS OF THE BRAND WEBSITE
Organic/ Paid
Source: https://www.semrush.com/website/
Key Traffic Source
PRESENCE IN SOCIAL MEDIA
Currently there are two social media pages of Amar Shindook in Facebook and Instagram. The stats of the pages are as follows:
Likes: 340
Followers: 352
Followers: 319
Such low number of followers indicates the necessity of increasing customer engagement with these pages.
Analysis of the Current Digital Presence of Amar Shindook
ON-PAGE SEO AUDIT
Off Page SEO Audit
Page Loading Speed: Mobile: 2.7s Desktop: 0.8s
Mobile Friendliness: Mobile Friendly
SSL: SSL Certified by Google Trust Services
Indexing: Total 368 Page Indexed
Website SEO Audit
MOBILE
DESKTOP
On Page SEO
Content Structure: Plagiarized Content
Robot.txt: Absent
H1 Tag: Absent
Schema: 2 Schemas Present
External Link: Present
Internal Link: Present
Image Alt Text: Alt Text missing of 6 images
Meta Description: Present
Header Tags: 6 H2 Tag, 33 H3 Tag
Internal Links: 119
External Links: 52
OFF-PAGE SEO AUDIT
Off-Page SEO Audit
Backlink Profile: 69 Backlinks
DA: 10
PA: 21
Anchor Texts: Various Anchor Texts Present with No Follow Links
Spam Score: 1%
Source: Big Metrics Chrome Extension
LOACL SEO AUDIT
Local SEO Audit
Google Business Profile: Absent
Citations: Only one Citation in Silicon India
Reviews: Only in Scam Advisor
Local Events: Amar Shindook also participates in offline events which can be a good source of improving consumer awareness.
Source: https://amarshindook.com/
Current Keyword Rankings
The keywords for which Amar Shindook ranked best in SERP were such as:
On the other hand, the keywords with the highest search volume were such as:
It is essential to focus on the keywords with both high volume and better ranking.
KEYWORD RANKING
KEYWORD | VOLUME | POSITION |
FABRIC JEWELLERY | 1,800 | 12 |
NAGA JEWELLERY | 1000 | 9 |
NAGA JEWELRY | 1,000 | 20 |
DOKRA JEWELLERY | 1,300 | 12 |
JUTE JEWELLERY | 720 | 9 |
CERAMIC JEWELLERY | 590 | 8 |
MIRROR JEWELLERY | 880 | 11 |
MIRROR WORK JEWELLERY | 480 | 15 |
MRROR WORK NECKLACE | 150 | 11 |
HANDMADE CLAY JEWELLERY | 590 | 17 |
JUTE SIDE BAGS | 320 | 20 |
TANJORE JEWELLERY | 210 | 9 |
POROSH PATHOR | 170 | 6 |
KOLKATA THEME | 140 | 9 |
KEYWORD GAPS
COMPETITORS | |||
| AASHIRS | LOOK AND ADORN | MADE IN NAGALAND |
KEYWORDS | Handmade fabric jewellery | Ecofriendly jewelry | Made in Nagaland |
Fabric earrings | Unique handmade jewelry designs | Naga traditional necklace | |
Fabric handmade jewellery | Afghani pendant | Naga handicrafts | |
Earring with stone | Blue fabric earrings | Nagaland handicrafts | |
Fabric handmade jewelry | Dokra jewelry | Angami traditional necklace | |
Handmade fabric jewelry | | Handmade naga traditional jewellery | |
Handmade textile jewelllery | | Nagaland necklace | |
Fabric handmade jewellery | | Naga necklace | |
Earring with stones | | Nagaland earrings | |
Stone earrings | | Naga store | |
Brass jewellery | | Nagaland online shopping | |
Black and white bead necklace | | Nagas jewelry | |
Boho fabric earrings | | | |
Cloth earrings | | | |
KEYWORD MAPPING
HOME PAGE | PRODUCT CATEGORY/ COLLECTION PAGE | BLOG PAGE |
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COMPETITION ANALYSIS- COMPETITOR ANALYSIS
Company Name | Company URL | Competitors |
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Non-Technical | Technical | |||||
Positives | Negatives | Positives | Negatives | |||
AASHIRS | Products are displayed in the home page along with the prices | Contact information cannot be seen in the home page | Website is differentiated into different webpages | Absence of a map in the home page | ||
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| Client reviews are included in the home page of the website |
| H1 tag, canonical tag, robots tag, and meta description are present. | Call to action not present | |
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| Details of the background of the website and the jwellries are provided in the home page |
| External and internal links are available | Single language information available | |
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| Traditional aspects of the handmade jwelries are mentioned in the home page of the website |
| Fast Loading Speed | Lower number of external links | |
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| High quality media have been used |
| Proper format of robots tag is used | Low keyword density | |
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| Attractive website format for improving customer experience |
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| Website URL is not optimized | |
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| Absence of FAQs | |
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Look and Adorn | Visually attractive website | Scrolling expoerience of the website is not good | URL is optimized | Map is not provided of the physical store | ||
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| Interactive website with high quality visuals | Proper description of the products such as price of the Jwellery items are not mentioned with the prouducts in the home page | Fast Loading Speed | Language information not found | |
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| Description of the jwellery is provided in the home page of the website |
| Optimized URL | Robots tag is not in right format | |
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| Some FAQs provided |
| Proper title is present | Meta description is too long | |
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| Contact information is provided in the home page of the website |
| External and internal links are present | Call to action not included | |
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| Multiple social media pages are included |
| Canonical tag and robots tag are present |
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| Good keyword density |
| Website is categorized into different webpages |
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Look and Adorn | Fast loading speed | Only a single mode of contact is available | Optimized URL | H1 tag is not properly optimized | ||
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| Attractive website with highquality media | No FAQ is present | Website segmented into different categories | Map of the store location is not included | |
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| Proper product description with prices are provided in the home page |
| URL of the website pages for different categories are optimized properly | Single language information present | |
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| Csutomer reviews are provided |
| Effective meta description |
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| Contact information is provided in the home page |
| Different social media pages are included in the home page |
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| Proper format of robots tag used |
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COMPETITION ANALYSIS- COMPARISION WITH AMAR SHINDOOK
Company Name | Company URL | Target Jwellery Store |
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| Non-Technical | Technical | |||||
Focus Keyword | Positives | Negatives | Positives | Negatives | |||
AMAR SHINDOOK | Hand Made Jewelry | Products are differentiated into different categories | Store Location is not provided in the website home page | Fast Loading Speed | H1 tag, robots tag, hreflang tag and Meta Descriptions are not available | Number of Hyperlinks can be increased within content. | |
| Best Handmade Jwellry in Kolkata | Interactive website with high quality visuals | Customer reviews are absent | Internal and External links are present | Absence of call to action | Number of social media pages need to be increased | |
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| Webpages are differentiated into different webpages for providing different information | Price of the Products are not mentioned with the products displayed in the home page | URL is optimized | Low keyword density | Keyword density needs to be increased | |
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| Contact information available in the home page. |
| High quality media have been used | Absence of FAQs | Call to action options are required to be added | |
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| Two social media pages are available in the home page. |
| Proper format of robots tag is used |
| Location of the offline store is required to be provided along with a map. | |
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| Traditional and cultural relevance of the jewelries are required to be mentioned for influencing customers positively | |
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| Need to include H1 tags consisting of focus keyword "Hand made jewelry" for improving search engine ranking | |
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| Customer reviews are needed to be included in the homepage for improving the confidence of the visiting customers | |
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| Some FAQs can be included in the homepage of the website for addressing the common questions of the customers | |
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| Short and effective meta description is required to be included for improving search engine optimization | |
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| Effective robots tag and H1 tags are required to be included in the website | |
CLASSIFICATION BY KEYWORD GAP TYPE
KEYWORD TYPE | KEYWORD |
SHORT TRAIL | Fabric earrings |
Stone earrings | |
Brass jewellery | |
Cloth earrings | |
Afghani pendant | |
Dokra jewelry | |
Made in Nagaland | |
Nagaland handicrafts | |
Nagaland necklace | |
LONG TRAIL | Handmade fabric jewellery |
Handmade textile jewelllery | |
Black and white bead necklace | |
Boho fabric earrings | |
Unique handmade jewelry designs | |
Handmade naga traditional jewellery | |
Angami traditional necklace | |
LOCAL KEYWORD | Handmade fabric jewellery in Kolkata |
Stone earrings in Kolkata | |
Afghani pendant near me | |
Boho fabric earrings in Kolkata |
CATEGORIZATION OF KEYWORDS BASED ON INTENT
KEYWORD TYPE | KEYWORD |
INFORMATIONAL | Fabric earrings |
Naga necklace | |
Brass jewellery | |
Dokra jewelry | |
Afghani pendant | |
Boho fabric earrings | |
Handmade textile jewelllery | |
Nagaland earrings | |
Unique handmade jewelry designs | |
TRANSACTIONAL | Nagaland online shopping |
Naga store | |
Naga handicrafts | |
Stone earrings | |
Angami traditional necklace | |
Cloth earrings | |
Nagaland necklace | |
NAVIGATIONAL | Blue fabric earrings |
Fabric handmade jewellery | |
Nagas jewelry | |
Earring with stones |
O
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W
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
The overview of the SEO Solutions Strategy have been presented in the above figure. Detailed overview of the SEO strategies have been provided in the following slides.
PRIORITY BASED ACTION PLAN
SEO SOLUTIONS STRATEGY
Current Situation Assessment
Defining SEO Objectives
SEO Plan Formation
SEO Performance Monitoring
Continuous Improvement
CURRENT SITUATION ASSESSMENT
Negative Attributes | |
Technical | Non-Technical |
H1 tag not present | Keyword Inconsistency |
Missing Image alt attributes | Low text content |
High Page loading time in Mobiles | Weak backlink activity |
Non clickable email address | Poor Social Presence |
Robots tag absent | Lack of external engagement |
hreflang Tags absent | |
Facebook pixel not present | |
Lack of local business schema | |
Low Domain authority (10) | |
SMART GOALS
Specific | Measurable | Achievable | Relevant | Time-bound |
Include H1 tag | Based on suitability of the tag | Through incorporation of suitable keywords | Improves SERP ranking | 1 day |
Include Image alt attributes | Checking all the image alt texts | Include alt texts based on image details | Helps bots while crawling | 2 weeks |
Optimize website for better page speed | Through assessment of page loading speed in mobile | Optimizing resources such as images | Improves consumer experience | 3 weeks |
Include robots tag | Through page assessment | Incorporation of suitable robots tag | Improves crawling performance of bots | 2 weeks |
Improve Domain Authority | Through assessment of DA score | Through backlink building | Enhanced DA improves SERP Ranking and Customer confidence | 4 weeks |
Improve social media presence | Through assessment of engagement level in Facebook and Instagram | By making timely engaging posts and interacting with customers | Enhances customer engagement and brand awareness | 4 weeks |
CONTENT CREATION STRATEGY
Blog Writing Strategy
Landing Page Strategy
Key Performance Indicators
PLAN FOR BACKLINK BUILDING
Guest Blogging
Directories or Business Listings
Digital PR
Key Objectives:
MONTHLY SEO ROAD MAP
Day | Week 1 | Week 2 | Week 3 | Week 4 | ||||||||
Technical SEO | | | | | | | | | | | | |
Content Optimization | | | | | | | | | | | | |
On-Page SEO | | | | | | | | | | | | |
Off-Page SEO | | | | | | | | | | | | |
KEYWORD CLUSTER
Main Keyword |
| Relevant Keywords | Search Volume | Competition | Low Range | High Range |
Hand Made Jewellery | Types of Handmade Jewelry | handmade necklaces | 100-1k | High | 1.22 | 25.43 |
handmade bracelets | 1k-10k | High | 1.04 | 22.18 | ||
handmade earrings | 1k-10k | High | 1.36 | 18.31 | ||
handmade pendants | 100-1k | High | 8.46 | 27.75 | ||
handmade jewelry sets | 100-1k | High | 0.89 | 12.61 | ||
Categories of Handmade Jewelries | beaded handmade jewelry | 100-1k | High | 1.72 | 119.89 | |
clay jewelry | 1k-10k | Medium | 1.18 | 16.16 | ||
fabric jewellery | 1k-10k | High | 1.12 | 15.37 | ||
naga jewellery | 100-1k | High | 6.36 | 23.01 | ||
dokra jewellery | 1k-10k | High | 0.85 | 22.1 | ||
jute jewellery | 100-1k | High | 1.22 | 36.93 | ||
ceramic jewellery | 100-1k | High | 1.31 | 23.97 | ||
handmade fabric jewellery | 1k-10k | High | 1.28 | 21.84 | ||
ecofriendly jewelry | 100-1k | Medium | 6.05 | 15.19 | ||
made in nagaland | 100-1k | Low | - | - | ||
fabric earrings | 1k-10k | High | 0.92 | 13.29 | ||
unique handmade jewelry designs | 100-1k | Medium | - | - | ||
naga traditional necklace | 100-1k | Low | - | - | ||
fabric handmade jewellery | 1k-10k | High | 1.28 | 21.84 | ||
naga handicrafts | 100-1k | Low | - | - | ||
earring with stone | 10k-100k | High | 1.05 | 15.99 | ||
mirror jewellery | 100-1k | High | 1.84 | 24.3 | ||
Selling and Shopping | buy handmade jewelry online | 10-100 | High | - | - | |
handmade jewelry shops | 10-100 | Low | - | - | ||
handmade jewelry for sale | 10-100 | High | - | - | ||
custom jewelry makers | 100-1k | Medium | 10.38 | 55.08 | ||
unique handmade gifts | 100-1k | High | 1.03 | 14.04 | ||
handmade jewelry boutiques | 10-100 | Low | - | - | ||
custom ring maker | 100-1k | High | 9.33 | 31.09 | ||
ring makers near me | 100-1k | Medium | 14.36 | 45.03 |
Campaign Details
GOOGLE ADS STRATEGY- SEARCH AD
SAMPLE AD COPY
Headlines
Description
Call-to-Actions/ Sitelinks
Budget
Campaign Details
GOOGLE ADS STRATEGY- DISPLAY AD
SAMPLE AD COPY
Headlines
Description
META ADS (FACEBOOK & INSTAGRAM
META ADS- AD CREATIVE
FUNNEL STRATEGY
BUYER’S JOURNEY
AWARENESS | INTEREST | CONSIDERATION | QUALIFICATION |
Objective:
| Objective:
| Objective:
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Signals:
| Signals:
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Investment:
| Investment:
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Demographics:
| Demographics:
| Demographics:
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ORGANIC SMO STRATEGY
Hashtag Strategy:
Target Platforms:
Hashtag Strategy:
Engagement Strategy:
MONTHLY CONTENT CALENDAR- PROMOTIONAL
Campaign Phase | Day | Idea | Content | Designed /Curated | Platform | Caption | Reference | Legend |
Promotional | 01-07-2025 | Post | Introduction of the product ranges | Designed | Fb/Insta | Amar Shindook offers wide range of handcrafted jewellery including categories such as Afghani, Naga Tribal, Mandala and Many More. Explore our range of Products for purchasing your choice of jewellery at affordable prices. #handcraftedjewel #handcraftedjewelry #handcraftedjeweley #handcraftedjewelery #handcraftedjewellry #handcraftedjewellery | Post | |
03-07-2025 | Story | Highlighting high quality of the jwelries | Designed | Fb/Insta | Amar Shindook aims to offer high quality jwelery to customers at affordable prices for enabling wider group of customers to purchase the type of jwelery that suits their unique personality. #HandcraftedJwelry #handcraftedjewelry #highqualityjewelry #affordablejewelry #affordablejewelryph #affordablejewelry💍💍 #AffordableJewelryIndia | Story | ||
05-07-2025 | Reel | Promoting afghani, beads, brass, ceramic and clay categories of jewelries | Designed | Fb/Insta | Select from our ranges of Afghan, afghani, beads, brass, ceramic and clay jwelries made by the expert women craftsman. #handmadejewelry #handmadejewelry #afghanjewelry #afghanijewelry #beadsjewelry #BrassJewelry #brassjewelry #ceramicjewelry #clayjewelry #clayjewelryindia | Reel | ||
07-07-2025 | Carousel | Promoting contemporary, crochet, denim, dokra, fabric, horn, jute, mandala, mirror, naga tribal, poly ceramic, resin, tanjore, and turkmeni categories of jewelries. Carousel will consist of images of different categories of jwelries, brand logo, and links of the categories in the description | Designed | FB | Satisfy you’re your desire of having the most unique jewelries from the highly popular categories from our wide range of jewelry categories. #uniquejewelry #uniquejewelryshop #UniqueJewelryDesign #highqualityjewelry | Carousel | ||
09-07-2025 | Post | The jewelries will be highlighted based on the collection types such as anklet, bangle, bracelet etc. | Designed | Fb/Insta | Shop from our carefully handcrafted high quality collection of jewelries which include Anklets, Bangles, Bracelets, Earrings, Finger Rings, Hair Bun, Necklace, Pendant and combos. Visit our shop or website today. #handcraftedjewel #handcraftedjewelry #handcraftedjeweley #handcraftedjewelery #handcraftedjewellry #handcraftedjewellery | Post |
MONTHLY CONTENT CALENDAR- EDUCATIONAL
Campaign Phase | Day | Idea | Content | Designed /Curated | Platform | Caption | Reference | Legend |
Educational | 11-07-2025 | Story | Highlighting women empowerment through product sales of Amar Shindook. | Designed | Insta | Contribute to the empowerment of women artisans by purchasing jewelry manufactured by them from Amar Shindook. #handcraftedjewelry #handcraftedjewelrysale #womenartisan #womenartisans #womenempowerment #WomenEmpowerments #womenjewelrymakers | Story | |
13-07-2025 | Post | Highlight the opportunities provided to the women artisans | Designed | FB | Join the journey of expert women artisans in working hand in hand with male craftsman in the jewelry industry by purchasing products made by them. #handcraftedjewelrysale #womenartisan #womenartisans #womenempowerment #WomenEmpowerments #womenjewelrymakers #EqualOpportunity #equalopportunity | Post | ||
15-07-2025 | Reel | Reel about how expert women artisans are helping Amar Shindook in delivering the customers high quality exclusively crafted jewelry | Designed | Fb/Insta | Women artisans from around the nation are the building blocks of our journey as their expert craftsmanship helps us in providing our customers with high quality products and unique designs through differen categories of jewelries. #handcraftedjewel #handcraftedjewelry #womenartisan #womenartisans #womenempowerment | Reel | ||
17-07-2025 | Carousel | Highlighting the beauty of the jewelries by posting different pictures of Amar Shindook's models wearing the products in different slides of a carousel post. | Designed | Insta | You can also flaunt your natural beauty and style by choosing the style and category of jewelry that best suits your taste and attitude. Please select from our range of products by exploring them. #handcraftedjewelry #NaturalBeauty #naturalbeauty #beautyofwomen #FlauntYourStyle #flauntyourstyle | Carousel | ||
19-07-2025 | Story | Highlights the example of women excellence set by Seema Ghosh, the founder of Amar Shindook. | Designed | Fb/Insta | Feel the sense of contributing to women empowerment by becoming a valuable customer of Amar Shindook, an amitious project of Seema Ghosh who have been decorated with the "Nation Wide Women Excellence Awards" in 2022. #handcraftedjewel #handcraftedjewelry #womenartisan #womenartisans #womenempowerment #nationwidewomenexcellenceawards | Story |
MONTHLY CONTENT CALENDAR- TESTIMONIAL
Campaign Phase | Day | Idea | Content | Designed /Curated | Platform | Caption | Reference | Legend |
Testimonial | 21-07-2025 | Post | Reviews of the customers will be highlighted | Designed | Fb/Insta | Thank you to our happy customers for their valuable feedbacks. #handcraftedjewel #handcraftedjewelry #handcraftedjeweley #handcraftedjewelery #handcraftedjewellry #handcraftedjewellery | Post | |
23-07-2025 | Reel | Post videos from the customers wearing products of Amar Shindook | Designed | FB | Our customers flaunting their beauty in the jewellery by Amar Shindook that suits their style statement. #handmadejewelry #handmadejewelry #handmadejewelryonline #handmadejewelryonlineshop #afghanjewelry #afghanijewelry #beadsjewelry #BrassJewelry #brassjewelry #ceramicjewelry #clayjewelry | Reel |
MONTHLY CONTENT CALENDAR- ENGAGEMENT
Campaign Phases | Day | Idea | Content | Designed /Curated | Platform | Caption | Refrence | Legend |
Engagement | 25-07-2025 | Story | Highlighting the offline availibility of the jewelry products of Amar Shindook at its franchises. (Reference have been taken from an older event, however, the actual post will be made based on upcoming offline events) | Designed | Fb/Insta | Experience the mesmerizing jewelry products by trying them yourself at our offline franchise. Visit today before the stocks run out. #HandcraftedJwelry #handcraftedjewelry #highqualityjewelry #affordablejewelry #affordablejewelryph #affordablejewelry💍💍 #AffordableJewelryIndia | Story | |
27-07-2025 | Post | Ease of access of shopping jewelry for the convenience of the customers will be highlighted | Designed | Insta | You can shop from our wide range of effieiently crafted jewelry either by visiting our wesbite or by attaining or franchises to try them on directly before making a purchase. A whole new level of conveience is offered to our customers by us. #handcraftedjewel #handcraftedjewelry #handcraftedjeweley #handcraftedjewelery #handcraftedjewellry #handcraftedjewellery | Post | ||
29-07-2025 | Reel | The last post of the month will include a short video highlighting the products, women empowerment, and high quality of wide range of jewelries offered by Amar Shindook. | Designed | Fb/Insta | We are thankful to our loyal customers who have joined us in our path of making contributions to the upliftment of jewel craftsmen across the nation. We look forward to your continued support through your purchases of our wide range of jewelry products available both online and offline. #handcraftedjewel #handcraftedjewelry #handcraftedjeweley #handcraftedjewelery #handcraftedjewellry #handcraftedjewellery #womenartisan #womenartisans #womenempowerment #highqualityjewelry #affordablejewelry #affordablejewelryph #affordablejewelry💍💍 #AffordableJewelryIndia | Reel |
AMAR SHINDOOK
Hours:
Monday to Friday Except Public Holidays, From 11 A.M. to 6 P.M.
Phone / WhatsApp:
+91-9874067969
Email: care@amarshindook.com
SHRAMAN ROY CHOUDHURY
Phone/WhatsApp:
8100370522
Email: shraman.official@gmail.com
CONTACT US
Thank you