MUMBAI: Collage Consulting, the newly-formed Branding, Design & Creative Services division of R K Swamy BBDO, has won the positioning, retail identity, packaging and mass media project for Ishtaa - branded Cubic Zirconium (CZ) jewelry.

The creative duties were awarded to Collage after a multi-agency contest. Ishtaa Gold Jewelry Pvt Ltd COO ,Udai Goyal said, "Collage won the business based on their sound strategic approach and obvious creative flair."
 
Ishtaa is the product of a joint venture between Coimbatore-based Emerald Jewel Industry Pvt LTD, the country's largest manufacturers of CZ jeweler, and Mumbai-based Clarity Gold Pvt LTD, manufacturers and wholesalers of jeweler, precious stones and investment products.

 
Collage executive vice president and creative director, Pankaj Mridul said, "The project fits in perfectly with Collage's area of focus - the creation of robust new brands using Design as a strategic weapon. At Collage, we are specially geared to deliver the full set of creative services that new brands require - branding, retail and packaging design, mass media creative. Ishtaa poses an interesting challenge. Given the product quality and the reputation of the promoters, we are confident of a substantive impact in the marketplace in the months to come."