The campaign for De Beers had been conceptualized and executed by J Walter Thompson India and includes a film shot in India for the first time
BestMediaInfo Bureau | Mumbai | May 5, 2016
Nose pins are essentially traditional Indian jewellery, especially the diamond nose pin, which in some communities, is part of the bridal costume. So, when international diamond merchants, the De Beers Group of Companies, decided to launch a nose pin collection in India, the film had to be shot locally too. The nose pin collection of De Beersâ âForevermarkâ brand, has been called Caprici, after the Italian word for moods.
A womanâs moods, particularly, a modern Indian womanâs moods inspire the brandâs first television commercial shot in an Indian location. The campaign for Caprici uses the tagline, âWear what You Feelâ. The film dwells on the moods and feelings of a modern Indian woman, who may be tempted to set off her western attire for the workplace, with a traditional diamond nose pin on her nose, for she no longer plays a role set for her, but simply follows her heart.
She takes the world in her stride, blows kisses into a telephone without inhibition when conversing with a close friend, but blushes coyly when caught in the act, gives strange children a joy ride in her car and lives by her own rules. A narrative in the background urges the modern Indian woman to âWear your heart on your sleeveâ and âWear what you feelâ. The campaign suggests that the Capricci collection launched by the company in the Indian market, gives a contemporary feel to a traditional piece of jewellery.
The campaign has been conceptualised and executed by J Walter Thompson India (JWT, India) and produced and directed by Prashant Issar Sippy of Tubelight Films. It creatively depicts the different moods of a woman through seven nose pin jackets. In the commercial, the diamond at the core represents the beauty and inner strength of women while the different jacket shapes signify the various sentiments and the versatility in the personality of women.
Sachin Jain, President, Forevermark, said, âWe, at Forevermark are proud to launch our first ever India based campaign. The inception of the collection was made in our Diamond Acquisition Study which showed that the nose pin is the second most widely purchased item next only to finger rings. The collection and the campaign pay homage to the modern woman of today who is confident, versatile and has her own unique ways of expressing herself. The campaign showcases different facets of a contemporary Indian woman through simple day to day situations that are significant to her and bring meaning to those around her.â
The campaign also showcases the versatility of the Capricci collection which includes one classic Forevermark diamond nose pin, seven exclusive jackets for every day of the week, two Forevermark diamond stud earrings and one charm bracelet. The jackets can be interchanged, while the diamond at the core remains the same. The jackets can also be attached as charms to the bracelet.
The TVC opens with a woman whose life demands that she emerges in many avatars, revealing multifarious facets of her life and emotions. She begins her day by dressing up in front of the mirror ready to face the world. She puts in a hard dayâs work as a dedicated corporate professional. In her leisure hours, she is a caring girlfriend spending time with her boyfriend on FaceTime. She is the shy girl who blushes when caught off guard. She is also the free-spirited compassionate girl who enjoys spending time with uncared for children.
Tista Sen, National Creative Director, JWT India, said, âThis is the first time Forevermark has explored diamonds in the nose pin category. Something traditional, that is still very modern. We called the collection, âThe Capricci Nose Pin Collectionâ. Capricci means âmoodâ in Italian. This allowed us to beautifully capture the essence of a womanâs different moods through beautiful pieces of jewellery.â
Sen explained that the objective of the campaign was to bring out the versatility of the product, which includes a nose pin stud with seven inter-changeable jackets, a charm bracelet and stud earrings. âA collection that will connect with todayâs young women as much as the sequences weâve used our protagonist in,â she went on to say, adding, âWhenever you work on an iconic brand, especially one as prestigious as Forevermark, you suddenly feel like a part of its history.Â And weâre going to make history once again, by creating pieces of work that are as exquisite as the jewellery weâre advertising.â
The campaign will utilise national media channels such as mainlines, magazines, paid search, online display and video audience buying, key digital sponsorships, social media platforms, and online television for its outreach. The campaign debuts on television with a 35-second commercial.
Creative Agency: J Walter Thomson, India
NCD: Tista Sen
Producer and Director: Puneet Issar Sippy
Production House: Tubelight Films