Associating jewellery with your immediate needs is tricky at pandemic times. Regardless, Abaran Timeless Jewellery has just shown a great way to bring back that charm with a dash of humor through their recently launched brand recall ad. The ad features popular comedian-influencer Shraddha and weaves a narrative about the brand’s wedding segment in an impressive fashion.
It starts with Shraddha doing a regular virtual interaction. Talking about a South Indian wedding she has to attend, she gossips about how the traditional South Indian wedding is fast accepting ceremonial elements from North Indian extravaganza. Decked up in Abaran’s jewellery, she talks about how the one-day affair has mushroomed into haldi, sangeet, reception, cocktail dinner, each of which requires guests to adapt to thematically different appearances. Poking fun at how the ‘parlour lady and the photographer’ are making money, she establishes that South Indians are also looking up to glitzy ceremonies. On that note, she draws attention to Abaran’s wedding jewellery segment suited for each occasion and leaves that thread of discussion with a phone call to find out about her outfit for the wedding.
This entire act subtly establishes the value and belief of the brand without any call-to-action, and has received 148K views on Instagram at the time of writing this story. Talking about conceptualization of the ad, Pratap Kamath, MD, Abaran Timeless Jewellery, said, “We wanted to break the mould of advertisement that prods the audience with call to action buttons and rampant discount offers. Similarly, we wanted to create something uplifting, given the depressing pandemic. An average customer relates to the humor of Shraddha, a comedian in this industry for over 15 years and thus, understands our message easily.”
Kamath added that the brand has been receiving wonderful responses on social media for this ad and believes that people are going to remember this ad for years to come. “We are happy to have achieved resonance with our customer base through this ad. Response on social media has given us a direction in the kind of strategy we need to adopt for future projects,” he maintained.
Written by Shubham Dasgupta
RJ exclusive
