CHAMBOR OF SECRETS

TitleCHAMBOR OF SECRETS
BrandINTERCRAFT TRADING
Product / ServiceCHAMBOR JEWELS
CategoryA03. Best Product Launch/Re-launch/Shopper Marketing
EntrantBEEHIVE COMMUNICATIONS Mumbai, INDIA
Entrant Company:BEEHIVE COMMUNICATIONS Mumbai, INDIA
Sales Promotion/Advertising Agency:BEEHIVE COMMUNICATIONS Mumbai, INDIA

Credits

Name Company Position
Shyamashree Dmello Beehive Communications Pvt. Ltd Creative Director
Amit Malik Beehive Communications Pvt. Ltd Art Director
Shyamashree Dmello Beehive Communications Pvt. Ltd Copywriter
Mehak Jain Beehive Communications Pvt. Ltd Account Executive
Suresh Madge Beehive Communications Pvt. Ltd Production Manager
Suresh Rane Sneha Prints Print Production

The Brief

•Announce the launch of Jewels, a Festive range of cosmetic products by Chambor, a consumer products company specializing in cosmetics for the upper middle class women. •Visualize and execute an ingenious ‘gift on purchase’ and shopping bag to create product advocates and engage the end consumers.

Describe how the promotion developed from concept to implementation

Jewellery is a precious possession of every woman, who ensures its safety at any cost. The “Chambor of Secrets” concept promotes the Jewels range as a prized possession, which is protected and preserved the same way. The shopping bag resembles an empty paper bag with pearl necklaces as handles. Once the laser light - a free gift with the Jewels range - is flashed inside, instructions to reach the products are given. The products are safely hidden in a secret chamber at the bottom. This effectively highlighted the invaluable quotient attached to the products, which are carefully preserved.

Describe the success of the promotion with both client and consumer including some quantifiable results

•Dearth of such innovative shopping bag concepts in this segment ensured that the bags were used extensively by the niche and selected retail cosmetic outlets •The intrigue created by the innovation resulted in a large number of consumers using and recommending the Jewels range •The unique presentation of the concept helped create heightened interest levels amongst the end consumers who are classy, independent and looking for a change in the normal look •The out-of-the-box idea helped put forth the value proposition of the Jewels range to its end users in an exciting way instantly generating a recall and word of mouth publicity.

Explain why the method of promotion was most relevant to the product or service

Considering the Chambor Festive range comprised precious 'jewels', it was only natural that they be treated as prized possessions, which deserved special protection. Putting them in a secret chamber of the bag only enhanced the perceived value of the products, and reinforced the range's positioning of being highly valued treasures.