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Crafted to inspire, Zoya launches first TVC

Lowe Lintas, the agency behind the campaign, shot the TVC in Rajasthan, showcasing the captivating diamond jewellery from the Tata brand

BestMediaInfo Bureau | Mumbai | May 22, 2014

Zoya-TVC Click on the image to watch the TVC.

Zoya, the diamond brand from the house of Tata, has launched its third store which is also the second store in Mumbai, a 5,000 square foot property in the shopping district of Linking Road. Along with this, the brand has also unveiled its first television campaign, conceptualised by Lowe Lintas, which highlights Zoya’s brand positioning of exquisite design and craftsmanship.

Arif Padiath, Business Head, Zoya, said, “Zoya is the only corporate luxury jewellery brand in the country. It's also the only brand that presents a limited edition, seasonal collection. The latest collection is ‘Fire’, which pays tribute to nature's most brilliant element with a magnificent array of jewellery, embellished with sapphires, gold and diamonds. We are delighted that the launch of this spectacular collection joins hands with the opening of our second store in Mumbai.”

Commenting on the new TVC, Ujjwal Kabra, Creative Director, Lowe Lintas, said, “Right from the conception of the idea to the actual finalising of the script, we had to immerse ourselves into the project firing on all creative cylinders. We needed to ensure that the TVC looked high end and chic, while at the same time balancing the Indian ethos inherent to a Tata brand. The original idea was to shoot the TVC in Varanasi since the highest selling collection from Zoya is also eponymously named and inspired by facets of Banaras. However, as fate would have it, Varanasi was flooded for four months without any abatement in sight. After an intensive recce, we settled for Rajasthan. The shoot happened over a three-day period and was shot in various locations across the desert city.”

The diamond jewellery from Zoya is targeted at the discerning design seeking woman who is international in her aspiration. The online store also showcases a wide collection of exquisitly styled range, primarily in diamond, apart from the traditional polki and kundan jewellery.

The TVC:



Creative Agency: Lowe Lintas

Creative Team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj, Indrasish Mukherjee, Adarsh Atal

Business Team: GV Krishnan, Sudhir Rajasekharan, Pritish Wesley, Parshuram Mendekar, Satish Perumal, Aditi Prabhakar

Planning: Phalgun Tiruvasu, Abigail Dias

Director: Tejal Patni

Production House: Nomad Films

Executive Producer: Amitabh Bhattacharya

Producer: Pragathi Surana


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