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, 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 Zoyaâs brand positioning of exquisite design and craftsmanship.
Arif Padiath, Business Head, Zoya, said, âZoya 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 âFireâ, 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.â
Commenting on the new TVC, Ujjwal Kabra, Creative Director, Lowe Lintas, said, âRight 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.â
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.
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