Melorra launches #UpYourGiftingGame campaign for Valentine’s Day

The campaign urges men to go beyond roses, teddies and chocolates and celebrate their women with something that will last more than a day

e4m by exchange4media Staff
Updated: Jan 25, 2020 4:00 PM
melorra

Jewellery brand Melorra has unveiled its latest Valentine’s Day campaign. Trending as #UpYourGiftingGame across all social media platforms, the campaign urges men to go beyond the traditional roses, teddy bears, and chocolates as gifts. Rather it asks them to celebrate the multifaceted persona of the women they love by gifting them something that will last more than a day!

 The film featuring Swasti Kapur, Tamanna Sharma, Noyrika & Shaina shows how women are destroying the same old boring gifts that they get on Valentine’s Day every year. They demand #change and ask men to #UpTheirGame with the gifts they choose. With partner-in-crime Melorra, men can match the unique personality of their loved one by gifting them trendy and lightweight gold jewellery that lasts a lifetime just like their love.

 Speaking about this, Saroja Yeramilli, Founder and CEO, Melorra, said, “Love is an emotion that must be celebrated every day. And what better way to say, that you care, than to gift her Melorra’s lightweight and trendy gold jewellery that complements her personality and can be worn daily? Through our Valentine’s Day campaign, that is carefully crafted to connect with the millennial audience, we ask men to think beyond the regular gifts, and as a token of their love, gift her something she can wear every day. Our new collection that features trendy interpretations of heart motifs, is inspired by the latest fashion trends and is made for the modern-day women. So replace the #cliched, and #untradition with jewellery that will become her go-to accessories, no matter what she wears.”

 Talking about the campaign, Kunal Dubey, VP & Head of Business, and Lucky Saini, VP Digital & Marketing Solutions, Dentsu India Slingshot, said.” With this campaign, we wanted to break the communication codes of the category and yet deliver the brand message in a content/entertainment format. A musical treatment along with very dynamic and engaging cinematography helped us deliver a communication piece that’s not just fresh and engaging but also on point when it comes to translating brand strategy of everyday jewellery into creative execution.  Initial response in terms of View Through Rates is very encouraging and we hope that this campaign will lift both brand and business metrics “.

 Melorra is the only brand that designs fine jewellery inspired by the latest runway trends for everyday wear. They launch a new collection every week that comes to over 300 trendy designs every month. Melorra’s collections are available in varied combinations such as yellow, rose, and white gold, diamonds, enamel, pearls and gemstones.

 About 70% of the collections are priced below INR 30,000 and through their quick ship option; it can be delivered in just 5 to 7 working days! Melorra has till now delivered to over 1300 towns. From towns with a population of less than 10,000 to those above 1 million, it has made a mark everywhere.

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