Advertising Campaign on High End Jewelry

Product – High End Jewelry

Brand Name – JMP JEWELERS

Target location – New Delhi

Target Audience 

1.    High / Elite Class

2.    Upper Middle Class

Print Advertising placements as per TA

1.    Common to all - Hoardings, boards, at indoor and outdoor locations ex: transit areas (like airports and railways etc.), at Malls, Events like sports especially cricket, lifestyle and fashion events, Expo etc.

2.    High/ Eliteclass

                                    i.            Men – Mainline Magazine and mainline Newspaper

                                  ii.            Women and/or Children –  Fashion and Lifestyle Magazine

3.    Upper Middle Class

                                    i.            Men - Mainline Magazine and Mainline Newspaper

                                  ii.            Women and/or Children – hoarding at indoor and outdoor locations, transit area, direct Mailer(pamphlets)

Print Advert placements as per events:

1.    Weddings season

2.    Diwali and other auspicious cum religious seasons

3.    Sports events like IPL, World Cup, etc.

4.    Expos like Auto expo etc.

5.    Fashion and life style events line Femina Fashion show

Print Advert placements as per Locations:

1.      Hoardings on top of buildings En-route to malls and other shopping centers

2.      Metros wraps, and inside panels

3.      Jacket ads in mainlines and magazines

4.      Building wraps

 Visual Elements

1.      Models in flashy wedding wear highlighting the jewelry

2.      Male Models in formal suits where the focus of the imagery is on their hands showcasing rings/ watches

3.      Store shots showcasing the luxury treatments that people visiting the stores get

4.      A print ad with a group of people (family/ individuals etc.) wearing or having various luxurious items (Shown with the logo presence of these products) and slogan complementing the jewelry product with logo

5.      An ad which either leverages with all the elements or some of the elements of a luxury brand these elements are time, heritage, country of origin, craftsmanship, man-made, small series, prestigious clients, etc.

6.      Try to create a hype with the visual ads

a.       Place ads in a story telling style to capture attention

b.      Get it placed (in this case worn) by trending personalities from all categories (film, sports, business etc.)

c.       Place an out-of-the-box ad Example a full page newspaper ad just showcasing a hand. But on closer look we see that it is not a hand but Jewelry poisoned to look like  hand(message sent here is that a hand(person) is incomplete without the jewelry)

                7. For events like Diwali or weddings an ad just showing the key                          feature of the event in the background (blurred) and the close                        up shot of the jewelry  (focused)