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Jewellery brands are going all out to woo consumers this Diwali

Jewellery brands have hiked their advertising and marketing budgets for the festive period to release enticing campaigns and offers for the customers to satiate their shopping experience and have a robust sale this time of the year

This is the first Diwali of the post-pandemic world and the jewellery brands have reportedly increased their adspend for the festive period to ensure that they don’t miss out on any of the touchpoints and entice the customers through their vibrant, meaningful and scenic ads coupled with exciting offers on several collections.

After facing a two-year lull for the festive seasons during the pandemic, all major jewellery players expect a 50% growth and robust demand for their products during the festive season.

Through their ad films, Tanishq, Senco Gold and Diamonds, Reliance Jewels, Malabar Gold and Diamonds, Kalyan Jewellers and Mia by Tanishq, amongst others, have made it a point to highlight how the occasion brings near and dear ones together, allows individuals to celebrate their individuality along with taking a cultural dip into the past.

According to Ajoy Chawla, CEO- Jewellery Division, Titan Company, “Tanishq is anticipating and targeting strong growth, despite the high base of a record-breaking festive season last year, and we are not sparing any efforts in new launches, marketing, and promotions. Our stores and teams have prepared well to welcome large numbers of customers this weekend, to serve them with a smile.”

To keep the festive fervour intact, Tanishq has rolled out a series of campaigns on how one can mark beautiful new beginnings on the occasion of Diwali in the campaign line-ups for its Alekhya Collection which takes its inspiration from Miniature and Pichwai paintings.

For its Chozha collection, Tanishq has rolled out a campaign to celebrate the Chozha dynasty, its exquisite culture and how its indigenous architecture led to the creation of their new collection ahead of Diwali.

Moreover, as per Joita Sen, Director, Senco Gold and Diamonds, “Dhanteras and Diwali are amongst the biggest jewellery buying festivals and at Senco, we celebrate the festive period with exquisite artistry through our traditional and modern festive jewellery collections.”

Senco’s campaign with brand ambassador Kiaara Advani on #FestivalofArtistry personifies the modern Indian woman as she prepares to welcome good fortune and prosperity into her life with the auspicious touch of pure gold and exclusive jewellery from the brand.

The jewellery brand has launched two collections- Shagun under Everlite which symbolises good fortune and prosperity through lotus as a symbol for Lakshmi and the other is Senco’s bridal collection.

The jewellery brand also launched an ad film with Vidya Balan to showcase the ease of shopping online, at the tap of a finger.

Kalyan Jewellers has also featured Amitabh and Jaya Bachchan, alongside Katrina Kaif, Akkineni Nagarjuna, Prabhu Ganesan, Shiva Rajkumar, among others in their #CelebratingEveryIndian campaign to capture the true spirit of togetherness during the occasion of Diwali.

As per Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, “The campaign aims to

capture the wholesomeness associated with this festive season. We wanted to bring forth the many personal traditions and stories that are symbolic and unique to a region. We

believe, #CelebratingEveryIndian is truly a testament to our traditions and pays ode to India’s undying festive spirit.”

The ad showcases stars celebrating Diwali in their own ways with family, with children, with friends, with colleagues, with partners or even alone but ending with the handing over of jewellery offerings from Kalyan Jewellers and making their loved ones happy.

Further, MP Ahammed of Malabar Gold and Diamonds said, “There is a significant rise in the demand for gold jewellery as the consumer sentiments have been on the positive side. Furthermore, we are expecting a healthy and robust Diwali this year as it will offer ample opportunities for revenue growth across all jewellery categories.”

Conceptualised by Hyper Connect, Malabar’s new 360-degree marketing campaign #TheDiamondHappiness focuses on breaking the myth that diamond jewellery is extremely expensive and brings out the elegant and charming emotion of diamond gifting as it celebrates the bond within families and loved ones. It also shows how a relationship becomes more beautiful when you get diamond jewellery and that too at affordable prices.

In its another festive campaign ‘Har Tyohaar ke Sang Malabar’, featuring Anil Kapoor, the brand aims to highlight how jewellery gifting can play a beautiful role in bringing people together and help them in celebrating their relationships with near and dear ones.  

On the occasion of Diwali, Reliance Jewels also launched the Mahalaya campaign, conceptualised by Scarecrow M&C Saatchi, to pay homage to India’s abode of greatness and beauty and celebrate the royal heritage of Maharashtra, which is the inspiration behind the jewellery collection.

Reliance Jewels’ Mahalaya collection takes inspiration from the lustrous weaves of Paithani to fascinating visuals of Warli, from scenic beauty of hills and valleys to the grandeur of Gads and Wadas in the form of Royal Regalia.

As per Sunil Nayak, CEO, Reliance Jewels, “Reliance Jewels has always focused on forging an emotional connection through our designs. Over the years, we have carved a niche for ourselves as we embarked on a journey to celebrate our nation’s rich heritage, art and crafts, and culture.”

The ad film cinematically captures the cultural ethos along with the grace and royalty of the historic Maharashtra and aptly resonates with the jewellery collection that takes inspiration from the glorious history of the region.

CaratLane has also introduced its ‘Mogra’ collection to pay an ode to the flower, the fragrance of which is majorly loved by all, by reimagining it in gold and diamonds. As per CaratLane the new range is designed for those who love to stand out in the crowd.

According to Kinnari Shah, Head of Design and Merchandising, CaratLane, “Mogra evokes a feeling of nostalgia the moment we smell the fragrance. The beauty lies in all forms of Mogra from bud to full bloom.”

“We wanted to do justice to the inspiration, by capturing the minute details of the flower and translate it into our jewellery, from the fine veins holding the bud to the texture on the petals. All the designs in our collection are versatile and will compliment both Indo and western outfits, perfect for the upcoming festive season.”

Moreover, CaratLane has also rolled out a series of short ads under #MereStyleKiDiwali which urges individuals to celebrate the occasion of Diwali the way they love. It also urged the individuals to shop jewellery hassle-free as the brand allows 15-days exchange and an option to get hold of their purchased goods within 24-48 hours.

On a slightly similar tone, but with a different idea, Mia by Tanishq also launched their #ThisIsMe campaign, which was conceptualised by Famous innovations, to celebrate different facets of feminine strength while staying true to their individual identities.

As per Shyamala Ramanan, Business Head, Mia by Tanishq, “The digitally native Gen-Z is a confident bunch who are honest about themselves, questioning and redefining the labels of society with an owned sense of self-expression. Mia by Tanishq celebrates this freedom with the new ‘This is Me’ campaign along with seven dynamic personalities from different walks of life showcasing the uniqueness that is the Mia woman.”

The campaign showcases a sneak peek into the lives of seven unique personalities with powerful and inspiring choices that seek no validation from the societies and rejoice in every expression that celebrates themselves.

According to Rupesh Jain, CEO, Candere, “Growing up, we have heard from our parents and grandparents how festivals used to be much more fun back then, with the entire family together. Unfortunately, during the pandemic, people had to stay away from their loved ones, even during the festivities. With things slowly falling back to normal this year, Candere wants to encourage families and friends to celebrate togetherness.”

“Our campaign- Khushiyon ke Geheno se, #RishtonKoSajayein, is an attempt to spread joy and happiness this Diwali by gifting Candere’s special festive collections to their close ones,” he added.

Candere’s latest campaign aims to touch upon the key message of celebrating Diwali with family through a heartfelt short film which showcases a grandmother reminiscing over old Diwali photos, saying, “Diwali abb pehle jaise kahan rahi, jahaan pura pariwar ek sath rahe?” Upon hearing this, the granddaughter plans a surprise for her by calling all her family members and gifting her a piece of jewellery on the festive occasion.


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