Conceptualised by Ogilvy, it celebrates ‘the heart that shines like a diamond’
Sohini Sen | Mumbai | July 24, 2013
A heart of gold is a thing of the past. A bigger heart is that of someone who gives a diamond, says Ogilvy's new campaign for Nazraana.
Speaking about the campaign strategy, Navin Talreja, Head of Ogilvy-Mumbai said, “While the world has been making the receiver of the diamond feel special, we thought why not make the giver of this gift feel the same way? We believed that we can set ourselves apart from the ocean of diamond ads by this small yet solid shift in focus.”
The campaign tells a touching story marking the launch of launch diamond gifts from Nazraana. Venturing away from the traditional dimaond stories about man-woman love, the TVC shows a pre-wedding meet of the two families. The groom-to-be gifts diamond jewellery to the bride's family which they all like. As the tea is served the bride-to-be's grandmother starts sipping her tea from the saucer with a loud slurping noise. While the bride, and her family is embarrassed and worried about how this would affect the match, the groom unabashedly picks up his tea and pours it into the saucer to drink like the grandmother. The boy's parents follow suit, the bride smiles and the groom has already won the hearts of his lady love. The voiceover declares, 'heera dene waalon ka dil bhi heere jaise hota hai' (The one who gifts a diamond has the heart of a diamond as well).
Kainaz Karmakar, Group Creative Director, O&M, explained the campaign saying, “The story delights you at so many levels. We all grew up with grannies that slurped tea. It’s normal until it happens in a social scenario. The first half of the film is ‘I know this happens’ story. At the moment when the groom pours tea and slurps to make the girl and the family comfortable, it turns into ‘I wish this happens’ story."
Harshad Rajadhyaksha, Group Creative Director, O&M, points out how it can be used several times over. He said, "The line 'heera dene waalon ka dil bhi heere jaise hota hai' is a thought that the brand can own for a long, long time. It can include any human relationship and there is no limit to the number of stories that can be spun out of it. You just have to look at an incident from your life and then see if you can slip a diamond into that story."
Navin Talreja, Head of Ogilvy Mumbai, took a step back and explained the strategy, saying, “While the world has been making the receiver of the diamond feel special, we thought why not make the giver of this gift feel the same way. We believed that we can set ourselves apart from the ocean of diamond ads by this small yet solid shift in focus.”
Credits: Agency: Ogilvy & Mather Mumbai
National Creative Director: Abhijit Avasthi Group Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha Account Management: NavinTalreja, Chitralekha Chetia, Rishikesh Kumaran Planning: Rasika Fernandes