Malabar Gold & Diamonds has unveiled a new campaign to highlight its fair pricing policy. Featuring Anil Kapoor, the campaign focuses on how the brand’s making charges are reasonable regardless of whether the customer is a celebrity or the common man. 82.5 Communications has conceptualised the film-led campaign.
“Since various jewellers charge exorbitant making charges, consumers feel that they do not get the right deal despite discounts, offers, extensive comparing and bargaining. We, at Malabar, believe that consumers should be saved from this conundrum. That’s why we have put in place our ‘Fair Price Promise’. It addresses this concern and assigns transparent and reasonable making charges on jewellery. So that everyone gets the best deal, every day and everywhere,” said MP Ahammed, chairman at Malabar Group.
Naveen Raman, senior vice president and South head, 82.5 Communications, added, “In the jewellery industry, there is a tendency to quote marked up making charges, which is not favourable for consumers. To remedy the situation, Malabar offers a fair pricing policy which benefits customers as they do not have to bargain to bring down the making charges to an acceptable level.”
Added Sangeetha Sampath and Ravi Cherussola, group creative directors, 82.5 Communications Bangalore said, “It feels good to be associated with such an iconic brand. We feel the film is an elegant yet impactful expression of a very unique feature. It was a delight to work on the brand and especially this film.”
Apart from TV, the campaign has print, radio and digital extensions.
Creative head: Sumanto Chattopadhyay: Chairman and CCO
Business head: Naveen Raman, senior VP and Branch Head (South)
Creative team: Sangeetha Sampath, Ravi Cherussola
Planning: Sai Karthik
Account management: Gladys John, Harini Raj
Production: Dharma Productions
Director: Abhishek Varman