Taraash, the silver jewellery brand from Agra Chains Pvt Ltd (ACPL), which had called for a creative pitch in March, has entrusted its creative duties to McCann Erickson after months of scouting. The account is estimated to be around Rs 3 crore.
Though the account win has come to the fore now, McCann had already started work on the account about a month ago. The other agencies known to be in the fray included Madison, Percept, Ushakaal, Mudra and Noshe Oceanic Advertising.
APCL is now keen to make Taraash, a 14-time winner of the prestigious ‘Highest Silver Export Award’, popular among teens, college students, and executives. The TG for the jewellery brand is in the age group of 15-35 years.
The product range constitutes pendants, earrings, necklace sets, bracelets, chains, key chains, finger rings, toe rings, anklets and others. The brand is available across jewellery shops, departmental stores, and stores like Gold Souk, Big Bazaar, Planet M, Lee, H&G, Shoppers’ Stop, etc.
To enhance brand awareness, the company has elaborate plans for advertising through print, audio and TVCs. The company will also launch an extensive promotional campaign, comprising road shows, contests, exhibitions and brand sponsored college activities very soon.