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Capturing luxury on celluloid – the Orra way

The new Orra TVC is conceptualized by Rediffusion Y&R; watch the TVC here.

Neha S | Delhi | April 25, 2011

The use of celebrity endorsement in advertising is a common approach taken by brands today in most categories, more so in the jewellery category. Breaking away from this norm is Orra, which has sought to create communication that is conceptual and builds on a theme central to the category itself, while beautifully playing up the Orra brand idea of “Impossible to Hide”.

The new Orra ad film has been directed and edited by noted Italian film maker Mauro Selessi, internationally recognized for his work in the luxury space.  Having worked on brands such as Bvlgari, Maseratti and many others, Selessi has cinematically created magic with the storyline. Conceptualised and written by Orra’s agency partner Rediffusion Y&R, the film has been produced by Coconut Films. The film has been a collaborative process with weeks of intense discussion, preparation and detailing to make a film which is truly world class.

[youtube]http://www.youtube.com/watch?v=CuGPiu_ZZEg[/youtube]

Set against the backdrop of a heritage palace, the film captures the grandeur and luxury of diamonds set in platinum.  Yet it also brings alive human emotions captured through a beautiful vignette of a couple’s life. The story plays out in an elegant soiree, a couple walking in, the man, besieged by friends and well wishers. The woman carrying on, captivating everybody around by her beauty, confidence and the radiance of her jewellery. Can her husband help but be drawn towards her?

The jewellery- Belgian diamonds set in Platinum, create a radiance that is irresistable.  A 7 carat solitaire adorns the woman’s ring, a mélange of round and marquise shaped diamonds features in the necklace set, Eternity bangles on the woman’s wrist, truly incomparable.

Says Vijay Jain, CEO Orra, “The TVC marries a strong consumer insight of a woman who is confident and wants to stand out with Orra’s product superiority of  more brilliance, coming together of the finest handpicked Belgian diamonds set in the purest  of metals  platinum, to create a memorable ad which resonates with the brand idea of Impossible to Hide”.  A story about an intimate relation between a couple, it has its magic moments in their chemistry, the woman’s ability to hold her own and ofcourse the scintillating radiance of the jewellery itself.

Neha@BestMediaInfo.com

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