Slice of life situations in jewellery advtg hit the bull's eye

Mesmerising through elegance, radiance and beauty, diamonds have truly been a girl’s best friend. To showcase this charm, brands have created sparkling campaigns with gorgeous women in every avatar. Gone are the days when jewellery advertising was all about a women and her relationship with the gem or highlighting the brand ambassador with the product in full glory.

There has been a marked shift in the advertising over a couple of years. It is more about cashing on slice of life situations. Brands such as Tanishq and Nazraana have successfully capitalised on the new success mantra.

Breaking the popular myth ‘that good looks are never accompanied by substance’ and allowing young working women to be able to incorporate gold jewellery into their daily lives, Tanishq Mia launched a campaign recently to promote the work wear jewellery.

Emotional hook
Kainaz Karmakar and Harshad Rajadhyaksha, Group Creative Director, Ogilvy & Mather shared, “When we started working on jewellery business in 2007, all communication was centred on the woman and her relationship with a piece of diamond and how it made her feel important, beautiful or divine. It was all lovely looking work but it lacked an emotional aspect. It lacked stories that stayed with you. But that has changed now. Jewellery advertising has come a long way since then. Today we see some of the best stories in jewellery communication.”

Tanishq weaved an emotional sibling bond through its TVC that was launched a few months ago. The beauty of the relationship is shown when the younger brother gifts Tanishq from his own salary, making it very special jewellery for her sister who is getting married.

“From being ethereal, jewellery advertising has become human with life stories and truths. Jewellery advertising without emotions is Brazil without football,” said Aman Mannan, Group Creative Director, DDB Mudra Mumbai.

Building an emotional connect has become the most important aspect of jewellery advertising. “By emotion, we don't just mean tear-rousing stories. Laughter involves emotion too. You are much more likely to be remembered by your consumer if you come to their houses as a story, rather than a message,” added Karmakar and Rajadhyaksha.

Slice of life situations over celebrity focus
Brands have almost given up the idea of roping in a brand ambassador for jewellery TVCs, except for some who still believe in the premium proposition of having a celebrity-focussed advertising. It might work depending on the idea, but daily-life situations are preferred by the audiences.

Mannan believes that a brand ambassador is needed when you don’t know what to say.

Celebrating the ‘giver’
It’s said that a gifted diamond shines so much better than one you buy for yourself. And what’s better than widening the horizon of gifting diamonds through a heart-warming story. Ogilvy Mumbai has launched a campaign for Nazraana celebrating the heart that shines like a diamond. Traditionally, most diamond stories are about man-woman love and making the receiver of the diamond feel special but this campaign has gone beyond the obvious by making the giver of the gift feel special.

In the TVC, the groom and his family are shown gifting diamonds to the bride’s family. As they start having their cups of tea, the girl’s grandmother slurps the tea from the saucer loudly. This makes the girl and her family embarrassed. After this, the groom does the same thing to ease the situation for everyone. The rest of the members follow it, consuming the tea from their saucers. A voice over announces, ‘Heera dene walon ka dil bhi heera jaise hota hain’ (The heart that gifts a diamond shines like a diamond).

The other film shows a women getting very excited after been gifted a diamond by her husband, who actually forgot her birthday and gets saved by his mother who buys a diamond for her daughter-in-law.

Elaborating on the insight behind the TVC, Karmakar and Rajadhyaksha said, “Everyone paints a great picture about the person receiving the diamond and how special she is. We believed that it takes something special to choose a diamond as a gift. From there came the idea of celebrating the giver.”

On the execution, they added, “Once we were convinced about taking the leap of celebrating the giver of the diamond, it was just about writing story after story till we got to the best ones. The reason they touch a special place in people’s hearts is largely because they tell you a story that could happen in your home. The line at the end is half the beauty of the film because it funnels it so correctly and doesn’t let the feeling of the film lose the message behind it.”

The commercial is directed by Vivek Kakkad of Curious films.

Mannan feels that the Nazraana TVC is a fresh take on the age old gifting story. “It is nicely done and brings a smile. It’s a twist in the tale. And therefore, it shall be remembered,” he added.

Has Granny’s slurping helped?
The story delights us because the shots are very relatable. The granny slurping tea from the saucer is a scene that we have all grown up with. Hence, using it in the ad establishes a strong connect with our memories.

The insight behind the ad is very interesting because we have always seen ads showing the excitement of the receiver but this ad shifts from the usual ads and also celebrates the person gifting the diamond. Hence, the tagline ‘Heera dene walon ka dil bhi heera jaise hota hain’ is completely justified. A host of real life-stories can be woven out of the tagline.

The ad also has a surprise element when it shows the groom making everyone comfortable by slurping the same way. It generally doesn’t happen in Indian households, so the idea to show the groom’s generous attitude is appreciated.

The second film builds an emotional connect through humour, when the husband is clueless about the excitement of her wife. The dry wit with which the sister tells her brother not to forget her wife’s birthday from next time is entertaining.

Shot very well with a good casting, both the ads clearly communicate the message through a simple yet powerful shift in focus from the regular jewellery ads.
 

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