Top Story

e4m_logo.png

Home >> Advertising >> Article

Creativeland Asia creates mega Chroma set for new Nakshatra TVC

27-December-2008
Font Size   16
Creativeland Asia creates mega Chroma set for new Nakshatra TVC

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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube