The campaign, created by DDB Mudra South, is based on the insight that “every diamond is unique, just like a woman, and one is destined to be with the other”
BestMediaInfo Bureau | Delhi | May 4, 2012
Jos Alukkas is a renowned jewelry retailer in South India with over 25 showrooms across 4 states. With the diamond category rapidly growing, the communication designed by DDB Mudra South, is to put Jos Alukkas in the big league of diamond jewellery. Currently, the communication is primarily television-led and is being aired in the four southern states but will be released pan India eventually.With many players in the market also aggressively promoting diamonds, the challenge was to create a unique space for the brand and to establish Jos Alukkas as an authentic name in diamonds. Something that was truly a clutter-breaker.
Research revealed that a consumer’s behavior while purchasing diamonds was different from that while purchasing regular jewelry. While buying diamonds, they looked for exclusivity and they fell in love with anything that made them feel special. Also, we found that diamonds, unlike gold has a story of its own. No two diamonds are ever the same; similar to women who are all unique in their own ways.
The 60-second campaign is based on the insight that “every diamond is unique, just like a woman, and one is destined to be with the other”. The TVC depict show a diamond is born in the womb of mother earth. While simultaneously a foetus develops inside her mother’s uterus. A diamond gets sorted, cut, polished (going from shine to) and finally set in all magnificent glory the centre of a necklace. And, at the same time a girl gets nurtured, groomed, pampered till she shines like a beauty. And one day the twins; the woman and her diamond meet because they are destined to.
John Alukka, Managing Director of Jos Alukkas, says “It’s been over a week since this television commercial has been on air and I’m delighted with the overwhelming consumer response this ad has brought.”
Jeejo P P, the Head of Corporate Communications at Jos Alukkas, said, “For years the traditional language of communication for diamonds has been love. In movies and in real life love is expressed through diamonds, the focus of which is the moment of giving. We wanted to create a our own space in this kaleidoscope of chaos.”
Agency: DDB Mudra South
President: Ranji Cherian
Executive Creative Director: Vipul Thakkar
Vice President: Dominic Savio
Account Planning: Suresh Mohankumar/Srividhya Raghupati
Account Management: Anjo Kandathil
Production House: 30 Secs of Fame
Director: Uzer khan
DOP: Ravi k. Chandra