Nazraana tugs on the hearts of gold behind the gift of diamond

Nazraana Jewellery has rolled out its television campaign that showcases its diamond jewellery range as a gift for not just the one special person, but for the family.

In the film, the groom and his family are shown gifting diamond jewellery to members of the bride’s family. As they start having their cups of tea, the girl’s grandmother slurps the tea from the saucer loudly, making the girl and her family embarrassed. Soon, the groom does the same thing, easing the situation for everyone in the room. The rest of them follow suit, consuming the tea from their saucers. A voice over announces, ‘Heera dene walon ka dil bhi heera jaise hota hain’ (The heart that gifts a diamond shines like a diamond). The film goes on to show visuals of diamond jewellery from Nazraana, announcing the price range of Rs 10,000 to Rs 1,00,000.

Kainaz Karmakar, group creative director, said, “The story delights you at so many levels. We all grew up with grannies that slurped tea. It’s normal until it happens in a social scenario. The first half of the film is ‘I know this happens’ story. At the moment when the groom pours tea and slurps to make the girl and the family comfortable, it turns into ‘I wish this happens’ story.”

Harshad Rajadhyaksha, group creative director, added, “The line ‘Heera dene waalon ka dil bhi here jaise hota hai’ is a thought that the brand can own for a long, long time. It can include any human relationship and there is no limit to the number of stories that can be spun out of it. You just have to look at an incident from your life and then see if you can slip a diamond into that story.”

NavinTalreja, head, Ogilvy Mumbai, said, “While the world has been making the receiver of the diamond feel special, we thought why not make the giver of this gift feel the same way? We believed that we can set ourselves apart from the ocean of diamond ads by this small yet solid shift in focus.”

Credits

Client: Nazaraana
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative directors: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha
Account management: NavinTalreja, Chitralekha Chetia, Rishikesh Kumaran
Planning: Rasika Fernandes