Zoya, the diamond jewellery brand from Tata, launched its first TVC on 19 May. The ad film has been conceptualised by Lowe Lintas for the brand’s Banaras collection.
The film features a young lady in a flowing blue dress replete with a statement necklace and bracelet, walking through a picturesque small town in slow motion. A soundtrack that fuses rustic melody with modern orchestration sets the mood for the 90-second commercial. She steps into a small boat, making her way across the river. She delicately picks up a pink lotus from the water, holding it in her hands as the visualisation depicts the flower disintegrating and forming different designs on a Zoya earring she then wears. The scene shifts to her in front of a mirror and putting on jewellery for the evening. The collection is showcased before the film ends with the message ‘Crafted to Inspire’.
Arif Padiath, business head, Zoya, commented, "Zoya is the only corporate luxury jewellery brand in the country. It's also the only brand that presents a limited edition, seasonal collection. We are delighted that the launch of this spectacular collection joins hands with the opening of our second store in Mumbai."
Ujjwal Kabra, creative director, Lowe Lintas, added, “From the conception of the TVC to the actual shoot, the Zoya TVC was a journey into the territory of the surreal. Right from the conception of the idea to the actual finalising of the script, our agency had to immerse ourselves into the project firing on all creative cylinders. We needed to ensure that the TVC looked high end and chic while at the same time balancing the Indian ethos inherent to a Tata brand.”
Kabra revealed that the original idea was to shoot in Benaras, but since it was flooded for four months, the shoot was carried out over three days in Rajasthan.
Brand: Zoya (Tata)
Business head: Arif Saleem Padiath
Assistant brand manager: Sukalyan Roy
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj, Indrasish Mukherjee, Adarsh Atal
Business: G V Krishnan, Sudhir Rajasekharan, Pritish Wesley, Parshuram Mendekar, Satish Perumal, Aditi Prabhakar
Planning: Phalgun Tiruvasu, Abigail Dias
Director: Tejal Patni
Production house: Nomad Films
Executive producer: Amitabh Bhattacharya
Producer: Pragathi Surana