| Title | FROM TRADITIONAL TO CONTEMPORARY |
| Brand | C. KRISHNIAH CHETTY & SONS |
| Product / Service | JEWELLERY |
| Category | A03. Best Use of Outdoor |
| Entrant | C. KRISHNIAH CHETTY & SONS Bangalore, INDIA |
| Entrant Company: | C. KRISHNIAH CHETTY & SONS Bangalore, INDIA |
| Advertising Agency: | C. KRISHNIAH CHETTY & SONS Bangalore, INDIA |
| Media Agency: | DISHA COMMUNICATIONS Bangalore, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Shree Rekha | Disha Communications | Associate Creative Director |
| Shinoj | Disha Communications | Art Director |
| Anita Samuel | Disha Communications | Account Manager |
| Sumeet Sunny | C.Krishnaih Chetty & Sons | Deputy Brand Manager |
| C.Vinod Hayagriv | C.Krishniah Chetty & Sons | Managing Director |
The outdoor campaign in terms of communication generated lots of queries about the product which in turn resulted in increasing number of walk-ins everyday The product "Heaven on Earth" ring was really admired by one of our esteemed client and in turn she loved it so much that it is now owned by her. Denim and Diamond is every young woman's dream and aspire for. Everyday around 50 - 60 calls are recorded asking for the jewellery pieces highlighted on the billboards. This itself is proof that the new collection has become the talk of the town.
A heritage product/piece, due to its sheer magnificence, demanded an equally larger than life manifestation, with attention to details. Hence the 3D route was taken. Denim and Diamonds was a subtle attempt to reach out to the desired TA, while retaining the brand image in mind and the client's existing TA. The timing and changeover was planned to ensure smooth communication. While Denim and Diamonds in now a property, which was launched with a category research called 'Parfait Study' presented by India's fashion divas, covered well by the media. Exclusive preview with ample visual merchandising and introductory offers with Sweepstakes were also organised.
The outdoor media scenario in the city of Bangalore is highly busy. An advertiser needs to make an impact in this cluttered environment. The products advertised on this media ranges from soaps and cosmetics to our high end fine jewellery and diamonds. This poses a challenge as we draw up our plans. With a cosmopolitan population and team of in-house designers (reflecting the nature of the city) this heritage company wished to communicate the strength in contemporary and traditional styles. The outdoor medium was used in 15 spots covering the length and breadth of the city in prominent locations to communicate a "modern traditionalist" and "contemporary" feel of the company's 3 showrooms. Using media cleverly, pleasantly, and slightly intriguing when one saw a "Turquoise Ball" on a ring jutting out into the sky and an earring droppin out below the hoarding !