This is one of those rare times where a brand lives up to its name, literally. We are talking about Abaran Timeless Jewellery and the brand’s recent Onam campaign that stars the epitome of strength and determination — Sudha Chandran.
The national awardee, who holds the extremely rare pride of having a film made on her triumphs over an accident-induced handicap, features in the video commercial. Adorned in ravishing temple jewellery, Sudha is seen arranging for Pooja ceremony with undivided attention. We also see the Bharatanatyam maestro showcase some of her unmistakable steps on camera. The commercial puts neither hint nor mention of a collection being launched. There is no call-to-action anywhere across this video.
Explaining the strategy, Pratap Kamath, director, Abaran Timeless Jewellery said, “This campaign sums up the wonder of Onam, a festivity that people of every religion performs in Kerala. Sudha being a Keralite by origin, is the perfect match for this brand recall campaign that highlights the undying love for temple jewellery.”
The beauty of the campaign is the broad reach of temple jewellery in bridal or non-bridal occasions. That fits really well with the target audience of Abaran’s temple jewellery segment, which constitutes women in the 40+ age bracket. “That is why we have featured a personality whose reputation precedes herself. She is truly timeless, as are our elegant, temple jewellery,” maintains Kamath.
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