Young - Advertising, Creative, Brand Strategy, Design, Media, Digital
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Chintamanis Silver Jubilee


This family owned brand with a huge legacy entered into its 25th year of designing intricate diamond, platinum and gold jewellery. For years, the jewellery designs were perceived to have a bent towards the Maharashtrian community. It was consciously decided to explore designs that were more neutral without any bias to any particular community. Another important economical facet was the Government announcing demonetization in India, thus impacting sales of heavy pieces of jewellery. 


Keeping the above two facts in mind, we decided to test light jewellery essentially with design sensibilities which were neutral to all communities. While a section of the jewellery continued to be showcased for the Maharashtrian community so that care was taken to ensure there was no loss of clientele due to this changed approach. We also decided to brand the fresh designs as “Light & Beautiful”. This essentially took care of the second element of demonetization as well. The idea was to attract new set of purchases at a price point that begun from Rs.5000/- to approx.. Rs.50000/- plus. The communication also interestingly weaved in the 25 years celebration to link impressive offers on the making charges.


The campaign was launched on February 3, 2017. We saw a decent no. of walk-ins from first time clients especially for the “Light & Beautiful” range of jewellery.


Creative execution, Store Branding & point of purchase Merchandize, Media Planning & Buying.


Young - Advertising, Creative, Brand Strategy, Design, Media, Digital


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