Unlearning to learn
Not every day do you get an opportunity that challenges you to get out of your comfort zone and when it does come, it’s always better to approach it with an open mind. India is a diverse market and regional brands are an important aspect of its diversity. Mostly family owned businesses, these are strong brands in their own rights and share close bonds with their customers. Baramati’s prominent jeweller Jyotichand Bhaichand Saraf (JBS) reached out to us to strengthen their brand communication activities and with it gave us an opportunity to understand a set of consumers we had not actively spoken to before.
AN EMOTIONAL CONNECT
We wanted to create a new communication language for the brand, one that would gradually give it a distinct identification.
We were sure we wanted to create more occasions to engage with our customers and reach out to a newer audience.
The company believed in having a strong relationship with its customers. Generations shop from them and they took their role of being a family jeweller very seriously. We thus ensured 'emotions' always remained an essential aspect of the communication.
We continuously experimented with execution styles bringing in new interpretations wherever possible.
From emphasising on image work to illustrations to demonstrating our love for calligraphy, we always look at bringing in newness to our expressions.
Product is the hero and should always get prominence, yet there's a new story being told with every campaign.
Simplicity, vibrance and effectiveness drives the new communication language of the brand.
There is India and then there is 'Bharat' they say, but when it comes to making an impact, we are ready for both.