Percept /H conceptualized the newly launched campaign for D’damas – India’s leading diamond jewellery brand, personifying bollywood diva ‘Sonakshi Sinha’. Taking forward the current positioning of the brand ‘Making everyday a celebration’ with a fresh and more relevant execution and imagery, Percpt/H designed 3 TVCs – a Brand film of 30 seconds, a Wedding film of 20 seconds and a Diwali film of 20 seconds. Directed by Kitu Ghosh, the brand TVCs were launched in the month of May 2011, and is currently on air.
Targeting women, essentially individualistic, who believe in rejoicing and celebrating even the smallest of joys and occasions in their life, the campaign proposed a change in the buying behaviour of the consumers to excite them to buy jewellery more frequently and revolves around the memorable moments of one’s life. It also captures the essence and Sonakshi’s expression of joy as she celebrates the small moments in life that bring her happiness and amplifies her beauty and appeal, making her more real and relatable.
Commenting on this activity Joydeep Dasgupta, Chief Operating Officer- West, Percept/H 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.”
Excited about her association with D’Damas Sonakshi Sinha said, “It feels great to be the brand ambassador of D’damas! I connect with D’damas because I personally live each moment to the fullest and believe in celebrating life. D’damas adds celebration to both ordinary and even the everyday special occasions. When I want to celebrate any happiness in life I turn to D’damas.”
Elaborated Shardah Uniyal – GM Marketing, Gitanjali Groups, “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’.”