MAM

Rio Tinto floats a new campaign for Nazraana

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/15/Rio%20para.jpg?itok=KeiKEyTL

MUMBAI: Rio Tinto Diamond Sales and Marketing has set itself apart from the rest in positioning its product. The new ad campaign for Nazraana, the jewellery brand executed by Ogilvy & Mather has made not the receiver, but the person gifting the jewellery special. The message being delivered through the TVC is ‘A givers heart which shines like a diamond.‘

While traditionally most diamond ad stories were about men and women who are in love, Rio has widened its horizon to gifting diamonds. The commercial shows a pre-wedding meet of families where the groom-to-be gifts diamond jewellery to the girl‘s family. Post gifting and appreciating the beauty of the diamond the family sits down to chat over tea. While the boy‘s parents were about to drink the tea in an English way, the traditional grandmother slurps the tea after pouring it out in the saucer.

Looking at this, there is tension amongst the girl‘s side (assuming the behavior may be unacceptable to the groom‘s side). The TVC takes a pause and the next scene shows the boy too slurping the tea from the saucer. Seeing this, both the families discover qualities about him that are as precious as a diamond. The TVC ends with the tagline - line ‘Heera dene waalon ka dil bhi heere jaise hota hai‘. The commercial is directed by Vivek Kakkad of Curious films.

Ogilvy & Mather, group creative director, Kainaz Karmakar said, "Normally, jewellery commercials showcase the feature of the product and the receiver. Over here, we have tried to lay focus on the kind-heartedness and sweetness of the receiver and have used this as a standout proposition. The story delights you at so many levels. We all grew up with grannies who slurped tea. It‘s normal until it happens in a social scenario. The first half of the film is ‘I know this happens‘ story. At the moment when the groom pours tea and slurps to make the girl and the family comfortable, it turns into ‘I wish this happens‘ story."

"In this TVC we have given spotlight to what goes through the givers mind while giving the diamond. People focus on how a person with a heart of a diamond gets a diamond. We have focused on how big hearted would the giver be to gift a diamond. The line ‘Heera dene waalon ka dil bhi heere jaise hota hai‘ is a thought that the brand can own for a long time. It can include any human relationship and there is no limit to the number of stories that can be spun out of it. You just have to look at an incident from your life and then see if you can slip a diamond into that story," said Ogilvy & Mather group creative director Harshad Rajadhyaksha.

Ogilvy & Mather claimed that most jewellery brands hardly focus on the mindset of the person giving the diamond. The agency also claimed that the response so far in the seven cities has been much appreciated as the creative team has brought out a beautiful emotion to associate with. The TVC will be supported by outdoor and print medium marketing.

Rio Tinto Diamonds Sales and Marketing, manager - India representative office Vikram Merchant stated, "We realised that weddings are the most important jewellery purchasing occasion in India. However, rather than concentrate on elaborate bridal sets, we focused on more affordable diamond jewellery that would be ideal for gifting at the many celebrations held around the Indian wedding. In doing so Nazraana made a direct emotional and cultural connect with the Indian consumer."

"With regards to our promotional plans, in July, we targeted eight cities in the North and East India which included Delhi, Amritsar, Chandigarh, Lucknow, Kanpur, Jaipur, Kolkota and Guwahati. We ran the TVC across over 100 cinema screens and reinforced the message through outdoor activity featuring retail stores across 40 locations. The second burst of media activity will run in over 25 cities, including Mumbai, from September through to December. This roll-out will feature both TVC‘s - ‘The Slurp‘ which promotes gifting of diamonds in weddings and ‘The Surprise‘ that promotes it in birthdays. Additionally, we have plans to tie up with Magazines namely - Sananda, Meri Saheli, Femina, Grihashoba, Cosmopolitian, Wedding Affair and Marwar. Both the TVC‘s will play concurrently in all the cities."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/amazon.jpg?itok=SP1ttU6t
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/rajiv.jpg?itok=gbuyOtMO
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/arpila.jpg?itok=Ea7gQg73
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/mentos.jpg?itok=_nB6UHxV
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/rising.jpg?itok=wfrpl5-l
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/data_0.jpg?itok=yBEtz1zT
Udacity launches campaign for #JobsofTomorrow

MUMBAI: Silicon Valley-based learning platform Udacity has launched its first Indian campaign in order to promote its superlative Nanodegree programs and enable Indian engineers and tech enthusiasts to become ready for the #JobsofTomorrow.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/us_0.jpg?itok=udLF4Qam
US Polo launches campaign for kids category

MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony. The TVC opens with a young boy, who is thrilled to be introduced to...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/CEAT.jpg?itok=33xGN1bh
CEAT gets children to ensure parents follow road safety

MUMBAI: Indian tyre manufacturer CEAT is airing a special social media campaign to build awareness to reduce road accidents as part of the road safety week 2018, i.e., 11-17 January 2018. The campaign, ‘drive safe dad’ originates from an innovative idea that blends emotions and technology in one...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/online.jpg?itok=97JbY_PF
India ad spend to grow by 12.5% in 2018: DAN report

The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network's latest ad spend report.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories