Adding more businesses to its kitty from Gitanjali Group’s stable, PerceptH has been assigned the duties of D’damas on a project basis. The win was not preceded by any pitch process. PerceptH has already conceptualised a campaign for the brand featuring Sonakshi Sinha.
It may be noted that in November 2010, Gitanjali Group had realigned its creative agency for two of its brands and decided to hand over the Asmi business to PerceptH. The agency had also been assigned the creative mandate for the newly launched Shuddhi Jewels, a joint venture between Gitanjali Group and MMTC Ltd.
Taking forward the current positioning of the brand ‘Making everyday a celebration’, PerceptH has designed three TVCs – a Brand film of 30 seconds, a Wedding film of 20 seconds and a Diwali film of 20 seconds. The TVCs were launched in May 2011 and are currently on air.
Elaborating on the objective of the campaign, Shardah Uniyal, GM - Marketing, Gitanjali Groups, said, “D’damas stands out in the jewellery sector as a brand unique for its ability to make life’s every moment special. Life with D’damas thus becomes a journey of ‘Celebrating Always’.”
Targeting women, essentially individualistic, who believe in rejoicing and celebrating even the smallest of joys and occasions in their life, the campaign proposes a change in the buying behaviour of consumers to excite them to buy jewellery more frequently and revolves around the memorable moments of one’s life.
Commenting on this activity, Joydeep Dasgupta, Chief Operating Officer - West, PerceptH, said, “It is very exciting to work on a luxury brand like D’damas. The team was inspired both by the brand and the star representing the brand. The films expressively capture the essence of the brand proposition - celebrating every moment.”