In its two TVCs, Voylla.com portrays the modern-day woman's impulse to indulge and look good at all times
BestMediaInfo Bureau | Delhi | October 9, 2014
Click on the image to watch the TVC.
Voylla.com, e-seller of fashion jewellery and accessories for men, women and kids, has launched two TVCs - #windowshopping and #ridofromeos, both around the theme #AlwaysBeautiful. Directed by Anil Thomas, the award-winning NCD of McCann Erickson, the TVCs were strategically launched in West Bengal on September 24, keeping in mind the Durga puja shopping fervour.
The ads have crossed over 22,000 views on YouTube.Voylla has become one of the top most-searched brands on its partnering channels Amazon, Flipkart and Snapdeal. The campaign is targeted at women in the age group of 25-44 years, residing across urban India. The brand promises, in a nutshell, that if a woman likes something, she should be able to buy it.
The first TVC #windowshopping starts with a pretty young lady passing by a jewellery store which has a beautiful necklace on display at the window. While she stops in excitement and tries to adjust the necklace around her neck in the mirror reflection, she catches the eye of the salesman inside the showroom. The woman, unaware of the leering, loves the necklace around her neck and the next moment is seen surfing through the Voylla website for a similar necklace and also seen buying it. The TVC ends with the lady walking away, as the caption #AlwayBeautiful appears on screen.
The second TVC, #ridofromeos, opens with a young girl at a cash counter, standing next to a dude wearing reflector shades. While the guy coughs to draw her attention, the girl looks back at the guy, making him think that he has got her attention. The young woman then suddenly whips out an earring from her bag and is seen checking herself out in the reflection of the guy's sunglasses. The girl is then seen browsing through Voylla's website on her phone for a similar pair of earrings. On finding it, she clicks on the buy button. The girl walks away, leaving the guy perplexed.
Vishwas Shringi, Founder and CEO, Voylla, said, "The imitation/fashion jewellery operates in what can be called the most fragmented market. With two years of sustained efforts in understanding customer behaviour, setting up a robust back-end supported by the technology edge and a fine detailed curating, Voylla is focussed towards redefining and organising the industry. We hope the ad campaign is received well by our audience."
Talking about the stories depicted in the films, Thomas said, “It was a very interesting brief to begin with. The idea was to create stories which are real, impulsive and hence, spontaneous. The category is fashion and imitation jewellery, with price range being extremely inviting. Today's young women are confident and want to look good, as it adds to their confidence. So #AlwaysBeautiful was conceived. Voylla's role is simple. Wherever you are, whatever you do - look good doing it. That's exactly what we've created – situations every modern woman can relate to, imbibe and hopefully advocate.”
With over 10,000 products on its website and about 800 products being added every week, 1, 00,000 customershave patronised the brand so far. The company is also running a contest on Facebook called #SelfieWithVoylla that has received innumerable entries.
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