Fashion jewellery e-tailer Voylla.com has rolled out its first TV campaign comprising two films that went on air on national channels on 1 October. One of them was released on 24 September in West Bengal, ahead of the festive season. The films are a personal project of Anil Thomas (regional creative director, McCann Worldgroup).
One of the films begins with a young woman crossing a jewellery store's window, which has on display a beautiful necklace. She checks out how the necklace would look on her, using her reflection on the window showcasing the product. The salesman sees this and is hopeful of a sale. The woman, meanwhile, buys something similar on Voylla.com using her mobile and walks away. A voice over introduces Voylla.com as the place for "everyday jewellery for the 'always beautiful'." Starting Rs 300.
Another film opens with a young woman paying her bill at a coffee shop. Standing next to the counter is a young man wearing sunglasses, who notices her with interest. She seems to look intently at him, bringing a smug smile to his face. The woman takes an earring from her bag and checks out how it looks on her, using the reflection on his shades. As she walks away unimpressed, she takes out her phone out and begins to browse the Voylla.com website for more jewellery. The film ends with a similar message.
Both films have a peppy song in the background.
Vishwas Shringi, founder and CEO, Voylla.com, said, "The imitation/fashion jewellery operates in what can be called the most fragmented market. Two years of sustained efforts in understanding customer behaviour, setting up a robust back-end supported by the technology edge and a fine, detailed curating, Voylla.com is focussed towards redefining and organising the industry. We hope the ad campaign is received well by our audience."
Thomas, who has also directed the films, added, "It was a very interesting brief to begin with. The idea was to create stories which are real, impulsive and hence spontaneous. The category is fashion and imitation jewellery, with price range being extremely inviting. Today's young women are confident and want to look good as it adds to their confidence. So 'Always Beautiful' was conceived. Voylla's role is simple. Wherever you are, whatever you do - look good doing it. That's exactly what we've created, situations every modern woman can relate to, imbibe and hopefully advocate."
Director: Anil Thomas
Production house: Next Generation Productions
Producer: Meena Sekharan
Director of photography: Manoj Lobo