JewelOne flexes its design muscles in new TVC

Conceptualised by Disha Communications, the idea is to showcase the new-age collections, drive store walk-ins and promote sales for the brand

e4m by Deepa Balasubramanian
Published: Jan 4, 2014 9:59 AM  | 3 min read
JewelOne flexes its design muscles in new TVC

In a predominantly unbranded and inorganised jewellery market in India, JewelOne has managed to strengthen its foothold through its huge collection of designs. The retail jewellery brand from Emerald Jewellery Group has now come up with a TV campaign to showcase its designs.

Conceptualised by Disha Communications, Chennai, the idea is to showcase the new-age collections, drive store walk-ins and promote sales for the brand.

Elaborating on the idea behind the film, Duraibabu Devarajan, COO, Disha Communications said, “Initially, JewelOne had been releasing only the brand TVCs as their jewellery at that point in time were not available in any exclusive showrooms, but being sold out of other jewellery showrooms and multi-brand outlets. Since awareness of the branded gold jewellery is less in the category, JewelOne adopted this strategy to drive more footfalls to the multi-brand outlets and major showrooms, where its jewellery was being sold.”

He added, “The initial idea was to promote sales for the multi-brand retailers. After a point they saw that there is scope to start their own retail outlets and create more awareness for the brand. The uniqueness of the brand is that it is very light weight with multiple formats of jewels and a huge collection of exclusive design.”

The TVC opens with Tamil actress Shruthi Hassan quizzing the customers by asking “Do you know how many designs JewelOne brand has?” Men, women and girls try to guess the number of designs, but fail to come up with the correct figure. Finally a young bride guesses, “Two lakh designs”, to which Shruthi says, “Yes, JewelOne has over two lakh design collections and every month over 2,000 new designs are produced by JewelOne.

Watch the TVC here...

Commenting on the TVC, K Srinivasan, MD, Emerald Jewellery said, “We have almost two lakh designs manufactured by us till date and that’s our USP. Customers’ choices are varied, and to cater to everyone’s taste and preferences, we have an unbeatable range and collections. To showcase that USP of our brand, the TVC has been created. We also sell our highly design-oriented jewellery at an affordable price.” He further said that the ad created by Disha has helped in creating awareness about the brand and has also helped in driving footfalls to the retail outlets, thus improving sales.

Has the USP of design worked for JewelOne?
Experts take

Ambarish Ray, Director & VP, Metal Communications remarked, “It is a very interesting device of building up the design repertoire – both in depth as well as freshness. The TVC actually manages to cut across languages, making it a rare feat in our culture. The proposition of freshness and design supremacy to appeal to the Indian woman is also commendable when most retailers are talking about price or tradition.”

Our take
The brand has tried to create a connect with the customers by engaging with them in a normal way. There are not too many TVCs that showcase the number of designs that a brand produces. However, though the ad has tried to create awareness about the collection of designs, it could have brought in more element to it.

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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur

The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more

e4m by e4m Staff
Published: Oct 27, 2023 6:15 PM  | 1 min read
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With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.

The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.

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Swapan Seth's new book 'COOL' is out

The book is a reflection of the author's 'eclectic taste across categories'

e4m by e4m Staff
Published: Oct 27, 2023 6:07 PM  | 1 min read
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Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."

The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."

COOL has been published by Simon & Schuster India and is available on Amazon.

Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.

He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.

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Disney Star signs 9 sponsors for Asia Cup PAK

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board

e4m by exchange4media Staff
Published: Aug 26, 2023 11:48 AM  | 1 min read
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e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.

According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.

As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.

A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.

Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.

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Sorted 360 wins creative & social media mandate of Reliance Mall

The agency will manage offline and online campaigns for Reliance Mall

e4m by exchange4media Staff
Published: Aug 26, 2023 10:54 AM  | 1 min read
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Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.

“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.

“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.

"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."

"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."

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e4m by exchange4media Staff
Published: Aug 25, 2023 4:39 PM  | 1 min read

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e4m by exchange4media Staff
Published: Aug 25, 2023 4:38 PM  | 1 min read

KlugKlug onboards Hemang Mehta as Country Manager for Indias

Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments

e4m by exchange4media Staff
Published: Aug 24, 2023 3:35 PM  | 1 min read
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KlugKlug has appointed Hemang Mehta as its Country Manager for India.

Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy

Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.

Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."

Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."

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