- Forevermark Goes Local, Developes a Campaign in India
- Gives a Traditional Category a Contemporary Twist
Forevermark, the diamond brand with the promise of beauty, rarity, and responsible sourcing, has announced its first India-specific advertising campaign for Capricci, The Nose Pin Collection. The campaign like the collection is a reflection of the many expressions and many choices of the modern Indian woman. The campaign has been developed and conceptualised by J. Walter Thompson India (JWT, India) and produced and directed by Prashant Issar Sippy of Tubelight Films.
Conceptualized on the idea of ‘Wear What You Feel’, the Capricci, campaign creatively depicts the different moods of a woman through seven nose pin jackets. In the commercial, the diamond at the core represents the beauty & inner strength of women while the different jacket shapes signify the various sentiments and the versatile personality of women. The campaign also showcases the versatility of the Capricci collection which includes one classic Forevermark diamond nose pin, seven exclusive jackets for everyday of the week, two Forevermark diamond stud earrings and one charm bracelet. The jackets can be interchanged and worn as different nose pins. Alternatively, the jackets can also be attached as charms to the bracelet.
Capricci, The Nose pin Collection is a reinterpretation of this traditional piece of jewellery bringing modern concepts to the way it is worn as an adornment. The TVC takes us through the life of a modern Indian woman and showcases her many avatars and the many facets and emotions of her life. Starting with her dressing up in front of the mirror ready to face the world, then putting in a hard day’s work as the dedicated corporate professional; the loving girlfriend, spending time with boyfriend on FaceTime; the shy girl who blushes when caught in conversation with her guy, the free-spirited compassionate girl that enjoys spending her time taking children for a drive in her car.
Talking about the campaign, Sachin Jain, President, Forevermark commented, “We at Forevermark are proud to launch our first ever India based campaign. The inception of the collection was made in our Diamond Acquisition Study which showed that the nose pin is the second most widely purchased item next only to finger rings. The collection and the campaign pay homage to the modern women of today who are confident, versatile and have their own unique ways of expressing themselves. The campaign showcases different facets of a contemporary Indian woman through simple day to day situations that are significant to her and bring meaning to those around her.”
Tista Sen, National Creative Director, JWT, India added, “This is the first time Forevermark has explored diamonds in the nose pin category. Something traditional, that is still very modern. We called the collection, The Capricci Nose Pin Collection. Capricci means mood in Italian. This allowed us to beautifully capture the essence of a woman’s different moods through beautiful pieces of jewellery. Our objective was to bring out the versatility of the product, which includes a nose pin stud with seven inter-changeable jackets, a charm bracelet and stud earrings. A collection that will connect with today’s young women as much as the sequences we’ve used our protagonist in. Whenever you work on an iconic brand, especially one as prestigious as Forevermark which is part of the De Beers Group of Companies, you suddenly feel like a part of its history. And we’re going to make history once again, by creating pieces of work that are as exquisite as the jewellery we’re advertising.”
The Capricci Nose Pin campaign will utilize the national media channels such as mainlines, magazines, paid search, online display and video audience buying, key digital sponsorships, social media platforms, and online television. The campaign debuts on TV with a 35 second commercial.
The film can be viewed on https://youtu.be/u1mXUba2Ns8
Creative Agency – J Walter Thomson, India
Producer & Director – Puneet Issar Sippy, Tubelight Films
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Twitter – @ForevermarkIN
Instagram – @ForevermarkIndia
Youtube – ForevermarkIN
Photo Caption:CAPRICCI – The Nose Pin Collection