Geetanjali Group, which has for long continued with Aishwayra Rai for its Nakshatra range of diamond jewellery, now gets some fresh appeal with Katrina Kaif. Creativeland Asia and Crocodile Films have conceptualised a new campaign featuring Kaif that also sees the setting up of one of the largest Chroma sets for a campaign in India.
For the record, Nakshatra was a brand owned by the Diamond Trading Company (DTC), with manufacturing, distribution and marketing rights held by Brightest Circle Jewellery Pvt Ltd (BCJPL). In January 2008, diamond and jewellery maker and retailers Gitanjali Gems Ltd announced the complete acquisition DTC’s Nakshatra Diamonds for Rs 100 crore.
Following the completion of this acquisition, Nakshatra Diamond’s creative duties were passed on to Creativeland Asia. Prior to this, JWT India was the agency handling the Nakshatra business. JWT India continues to handle the creative business for DTC.
The objective of the latest campaign is to launch the new face for Nakshatra. Speaking on the creative approach on the brief, Sajan Raj Kurup, Chairman & Chief Creative Officer, Creativeland Asia Network, explained, “The project was as mega as mega can get. We had to marry two of the brightest stars in India, that is, ‘Katrina with Nakshatra’.”
Without divulging the exact figures on the overall investment on the making of the commercial, Kurup informed, “It took 250 man hours, two months of hard work to put up one of the largest Chroma sets in India.”
The mega production involved creative direction and film production from India, VFX generation from Malaysia, CG compositor from Japan, while the music for the TVC was composed by London-based Andrew Macay.
The creative team from Creativeland included besides Kurup, Anu Joseph, Vikram Gaikwad, Neil Flory, Sajiv Kurup, Narayan Shi, Bose, Andrew Mckay, Chia, Ng, Moon Chong, and Tresa, among others.
The TVC would be given a viral support that would also include the making of the film. Press and outdoor advertising has already been broken. The TVC is expected break by the end of this week.