Ogilvy Mumbai releases new campaign for Nazraana ‘the heart that shines like a diamond’
Ogilvy Mumbai does a heart-warming story to launch diamond gifts from Nazraana. While traditionally most diamond stories are about man-woman love, they have decided to widen the horizon of gifting diamonds.
The commercial shows a pre-wedding meet of families where the groom-to-be is gifting diamond jewellery to the girl’s family and in the process they discover qualities about him that are as precious as a diamond. The commercial is directed by Vivek Kakkad of Curious films.
Kainaz Karmakar, Group Creative Director explained the campaign saying, “The story delights you at so many levels. We all grew up with grannies that 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.
Harshad Rajadhyaksha, Group Creative Director added, “The line ‘heera denewaalon ka dil bhi heere jaise hota hai’ is a thought that the brand can own for a long, 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.”
Navin Talreja, Head of Ogilvy Mumbai took a step back and spoke about the strategy, “While the world has been making the receiver of the diamond feel special, we thought why not make the giver of this gift feel the same way? We believed that we can set ourselves apart from the ocean of diamond ads by this small yet solid shift in focus.”
Credits:
National Creative Director: Abhijit Avasthi
Group Creative Directors: Kainaz Karmakar & Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
Account Management: Navin Talreja, Chitralekha Chetia, Rishikesh Kumaran
Planning: Rasika Fernandes