MUMBAI: Come Valentine's Day and brands will try to woo all the couples out there. Even as cakes, flowers and chocolates are the most common ideas, Melorra’s Valentine’s Day film is attempting to break this stereotypical idea.
The endorsement created by Dentsu India Slingshot has a bunch of women asking men to ‘up their game’ and gift something that lasts more than one day.
While speaking to indiantelevision.com Melorra head of marketing Sharat Krishnan stated, “Valentine’s Day is a gifting season, and most of the time people gift something that doesn’t have a life beyond Valentine’s Day. People usually gift chocolates, roses, and wine so we wanted to take away this concept and bring something which is more lasting. The whole concept is to gift something which is more relatable and brings a sense of joy to the person. We have tried to give a musical treatment to our ad which you will not be seeing in any other endorsement. We are trying to narrate the whole gifting scenario that happens during the Valentine’s Day and then suggesting users to up their gifting game.”
Whether you chose to love it or hate it Valentine’s Day is an occasion of love and commercialisation. Hence, it becomes an important selling season for brands. Running a promotional campaign on products that can be seen as gifts is a traditional move.
“We have been using YouTube, Facebook and Hotstar for this particular promotion. As the nation is going digital the idea is to grab consumer attention while they are on the platform. We also look at good engagement rate across all channels for our video,” stated Krishnan
It’s not enough to only run a campaign, it is also important to measure the performance with metrics.
Krishnan commented, “After the end of campaign we look into the uplift that we have got since the campaign has started. We also look into factors like brand metrics and sales metrics and see how things have gone up because of this particular campaign.”
Krishnan adds that in today’s time, women are not looking at jewellery from an investment perspective. They have started seeing jewellery from an accessory perspective. "Women are more inclined towards lightweight and fashionable jewellery rather than the traditional ones you get. From millennials to everybody else they all are going to this direction. The concept of jewellery our parents had and that this generation has, has shifted,” he further added.
The global jewellery market is currently facing high competition. The challenge before every jewellery firm is to differentiate its brands through unique prepositions. Emerging jewelers in the industry have realised the importance of understanding consumer behaviour and incorporating the same in their marketing strategies.
Krishnan echoes, “The jewellery business in India is very huge. Even the largest player has a single-digit market share which you do not see in any other category. There is a larger share for everybody in the market. With every single year, people are moving towards the branded side of the jewellery rather than going to family jewellers. Elements like hallmark are also coming in which acts as a supporting factor. So people are now focusing on organised jewellery and it would be on the rise. Tanishq which is currently the leading single-digit market player in the jewellery business also tends to have USD 2 to 3 billion in terms of revenue.”
Keeping in mind all these changing conditions, Melorra's brand campaign is geared to envisioning Valentine's in a new way
