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Rio Tinto floats a new campaign for Nazraana

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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."

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