The new campaign, made by Metal Communications, emphasises that Platinum Evara jewellery is a gift of everlasting love, uniting two families together with the bond of marriage
Sarmistha Neogy | Mumbai | December 19, 2014
Platinum Guild International (India) forayed into the bridal jewellery segment of India with ‘Evara Platinum Blessings’. Thereby, tapping into the massive market of bridal jewellery and presenting an opportunity of dual gifting for both the bride and the groom. On this occasion, a new campaign, made by Metal Communications has been released, featuring Smaran Sahu and Amrita Puri, which emphasises the message of Platinum Evara jewellery being a gift of everlasting love, uniting two families together with the bond of marriage.
Speaking on the campaign, Narayan Kumar, Director and Chief Creative Officer, Metal Communications said “Consumer research has shown that platinum can play a distinctive role in the bridal space as a ‘gift of love’ from parents to their daughter and son-in-law as a symbol of equivalence in their relationship and as a blessing of everlasting love. Keeping this core thought in mind we wanted to showcase that moment amidst the wedding celebrations when this new bond is realised and sealed with a gift of love and everlasting blessings for the new couple.”
The story line of the TVC highlights the parents of the bride, gifting the new couple to be, a gift of love, a loving gesture of acceptance with their everlasting blessings. Set in a pre-wedding occasion, the story starts with the mother and father of the bride springing a surprise on their daughter by calling her aside privately and gifting her ‘Platinum Evara’ set. They also gift the groom with a ‘Platinum Evara chain’ that matches the girls set. It also shows the coming together of likeminded parents of the bride and groom sealing a new relationship of their own, with the cherished hope of a lifetime of happiness for their children. In the midst of all this, formalities disappear and all of them share this emotional gesture of friendship and intimacy with the couple. Towards, the end the mother-in-law is seen fixing the new platinum necklace on the bride, while mother is adjusting the groom’s chain.
The 45-second television campaign is being aired across all TV reach markets in India and will be available in 6-7 regional languages across regional and national GEC, lifestyle, movies, and infotainment and news channels. It is a full 360 degree campaign, other than the TVC; it is supported by print, outdoor and digital. This will be strong trade programme that will deliver a superior consumer experience in-store with dedicated branded Platinum Evara zones.
Speaking on the conceptualisation of Evara Platinum Blessings Vaishali Banerjee, Country Manager India, Platinum Guild International said, “Platinum bridal is not about traditional wedding day jewellery. Platinum is about emotions and expressions of love and it was very important to stay true to platinum and form a differentiated position in the bridal jewellery segment, which is highly cluttered and traditional. So in a space that is so social and outward, with emphasis on display of wealth and status, platinum had to define a place that is personal, special and emotional. That is how Evara Platinum Blessings was born.”
Good concept, but fails to create a mark
Sankhya Acharya, Co-dreamer, Fame Per Second Advertising, said, “The story is simple and matches step with the competition jewellery ads, soft music, soft emotions, so overall it is a good ad. The performances are endearing and the actors have also done justice to their roles. However, as PGI seeks to gain a foothold in the Indian bridal jewellery market, I personally felt that the campaign missed the mark in creating a special mindset within the consumer.”
Suresh Eriyat, Founder and Creative Director, Eeksaurus echoes similar thought. He shared, “Yes, the ad is well produced and the basic story line that bonds are being created is an interesting one. But, after sometime, it gets confusing and the viewers can’t connect with any of the characters.”
Agency: Metal Communications
National Creative Director: Narayan Kumar
Executive Creative Director: Probir Dutt
Account Management: Aditi Rungachary, Ridhima Srivastava
Production House: Crazy Few Films
Producer: Urfi Kazmi, Viraj Gawas
Director: Anupam Mishra
DOP: Ravi K Chandran
Music Director: Abhishek Arora
Lyricist: Amitabh Bhattacharya