Just ahead of festivities, Malabar Gold and Diamonds have released a campaign that pushes you to ‘give in to temptation’. The first film of the campaign features two Bollywood sisters Karishma Kapoor and Kareena Kapoor Khan. The home-grown jewellery brand’s latest multi-media campaign is created by Havas India for its fancy shaped diamond collection – the ‘Allure’ range.
The television commercial starring the Bollywood divas is expected to be a big hit as it would be supported through innovations on social media and other digital platforms by the Havas Media Group, which is also handling the integrated media duties of Malabar Group. The commercial has been directed by Vivek Kakkad of Curious Films.
“Intricately carved and passionately designed, the Allure collection is an ideal possession for the quintessential diamond connoisseur. We are targeting evolved customer profiles, typically ladies across age groups, who know their diamond and appreciate finer subtleties in design,” said MP Ahammed, Chairman, Malabar Group of Companies.
The 55-second film starts at a Malabar Gold and Diamond Store where Khan is trying neckpieces and a salesperson is suggesting her more options. She mentions that she is buying it for her sister’s birthday. Finally, she rounds up on a neckpiece but when it is getting packed and billed, the sparkle in Kareena’s eyes show mischief. She is then seen outside Karishma’s house, while she herself is wearing the necklace that she selected for her sister. Gifting her sister a rose, she apologises for not being able to buy a gift. The voiceover at the end says, “Give in to the temptation.”
Nima Namchu, Chief Creative Officer, Havas India, said, “When you have a great product, the campaign often writes itself. As it did in the case of this irresistible collection. In the crowded space of jewellery advertising, we expect this one to stand out. Both for an insight that will resonate with every diamond lover and the charming performances of the sisters.”
Arindam Sengupta, President (West and South), Havas India, added, “We are delighted that the together philosophy of Havas Village has seen Havas Media Group and us create yet another campaign that, we hope, people will love. Kareena has been a Malabar Gold and Diamonds’ ambassador for a while. But the irresistible allure of this fancy-shaped diamond collection drew in Karishma too.”
The Allure collection of fancy cut diamonds is the latest offering from its exclusive diamond brand Mine. The collection comes in an array of fancy-shaped diamonds such as Pear, Princess, Marquise, Oval, Heart Emerald and Cushion. The fancy diamond shape offers a new opportunity of fresh and modern design in diamond jewellery with designs in pink and white gold. The luring collection comes with a price tag ranging from Rs 30,000 to Rs 50 lakh. The product category caters not only to light and medium party wear but also include impressive designer and bridal collections.
Creative Team/Account Management: Nima Namchu-CCO, Arindam Sengupta, President West & South, Sanika Lad
Media Planning Team: Rahul Shinde, Associate VP Digital, Aman Jain, Viren Parab
Production House: Curious Films
Director: Vivek Kakkad
Producer: Shahzad Bhagwar