Shaziya Khan of JWT Mumbai presented the case study of one of the Jay Chiat Planning Awards' Gold winners - DeBeers.
"The Story of the Diamond Bride: Imagination to Reality"
In India, the culture surrounding jewelry is very different. There is a preference for gold jewelry especially during wedding ceremonies where gold has been a bride's adornment for centuries. Gold means doing it right.
Generally, conservatism dominates during traditions. For one, most marriages are arranged. Personal choice (especially of the bride) takes a back seat and traditional ways hold sway.
Previously all targets in India for jewelry were parents who are traditionally the influencers and decision-makers. The bride's mum has as much a say as the bride herself. The conventional wisdom, therefore, is to talk to parents who would then decide what they wanted to tell the bride.
In wedding celebrations, diamonds indicate status and modernity but just couldn't stand up to gold as that traditional piece of jewelry. A gold bride is lower to middle class and very traditional whereas a diamond bride is elegant, sophisticated, and relaxed. Below the surface, it was found that diamonds provided more freedom and happiness because of that relaxation.
The final work displayed individual expression but with respect to the family. There was a private moment between the bride and the groom during the ceremony that brides liked because it was special but not disrespectful to their family and wedding guests. This campaign spoke right to these brides.
Extending this idea to new media ideas, clothing was used as a channel. The traditional wedding dress obviously matched with gold jewelry so a look for the diamond dress had to be created. By working with clothing designers, sleek new dresses were made to create a look for the diamond bride.
The client feedback and results were very positive. From the client, "It's not just about the shine of the diamond but the shine of the bride."
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