​​​
  1. Bringing more spark to the diamonds

Bringing more spark to the diamonds

The TVC ropes in the product very seamlessly into its narrative, which features a couple from a tier I or a tier II town.

Published: February 27, 2018 7:29 AM
Sneaking Out, DPA film, real is rare DPA’s film, Sneaking Out, carves a niche by highlighting moments of bonding between couples

DPA’s film, Sneaking Out, carves a niche by highlighting moments of bonding between couples

Ananya.Saha
@expressindia.com
The Ad

As the name suggests, Sneaking Out — a part of Diamond Producers Association’s (DPA) Real is Rare. Real is a Diamond integrated marketing campaign — opens with a couple sneaking out of their house at night. As the woman, fearing her mother-in-law, sounds apprehensive of going out, the husband suggests to stop getting scared of his mother and rather enjoy these stolen moments away from the family and just be a couple. As the woman smiles and puts her arm around him with a diamond ring donning her finger, he kick starts his bike which he was so far pushing in a sleepy neighbourhood.

Target Audience

Married NCCS A couples
living in metros, tier I and tier
II cities.

Business Objective

To sustain a long-term demand for diamonds among Indian consumers, particularly those who think themselves as being undeserving of them.

The Appeal
* Functional * Emotional
* Sensorial

The TVC ropes in the product very seamlessly into its narrative, which features a couple from a tier I or a tier II town. Its subtle storyline, of how a married woman worries about sneaking out with her own husband for the fear of being answerable to her in-laws, is very clever.

Competitive Edge
Gifting diamonds to please the lady love is passé. Real is Rare. Real is a Diamond infuses emotional relevance into diamonds and puts meaning into the act of diamond gifting. It scores over other ads in the category as it depicts the lives of a couple much after the celebrated diamond ring has been gifted or worn, and moves beyond the clichés associated with the category.

Tone of Voice
Tender, emotionally stirring

Verdict
It is not every day that you come across a TVC that you might want to watch again. The ad, released close to Valentine’s Day, does not preach about gifting your lady love a diamond ring to make her happy. In a world where women are equally empowered to gift themselves an expensive piece of jewellery, the ad comes as a breather which celebrates the moments of bonding between married couples. The first ad in the series from a few months back featured a couple clearly from a metro, and this one shows a duo from a non-metro. Thus, scoring on creating a connect with all its target segments. It however builds up on its previous storyline of emphasising that diamonds are a symbolic expression of commitment to a relationship by recreating an intimate moment in the lives of couples. The TVC, like its predecessor, brings to light another real life example of such a moment. The music track of both the TVCs — pleasant on the ears, at that — remains unchanged, probably for better relatability. Clearly, simplicity can work in this category, and there is no need to go over the top with extravagance and luxury in diamond commercials. The execution is simple and sincere, and the acting is effortless. The ad comes across as charming and stays with the viewer.

Rating: 9/10

@ananyas

Get live Stock Prices from BSE and NSE and latest NAV, portfolio of Mutual Funds, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.

Go to Top