Merriam-Webster defines temptation as “something that causes a strong urge or desire to have or do something and especially something that is bad, wrong, or unwise.” This spot from the global jewelry retailer encourages viewers to go ahead and give in.
Nima Namchu, CCO at Havas India, talks about the humorous storyline featuring real-life sisters and Bollywood stars who simply can’t resist a little self-indulgence.
If you were describing the commercial to someone who has never seen it, what would you say?
Actress Kareena Kapoor picks up an exquisite Allure Diamond Necklace from a Malabar Gold & Diamonds store as a birthday gift. But by the time she reaches her sister Karishma’s house, she has succumbed to the irresistible design of the necklace and decides to keep it for herself. So for a birthday gift for her sister, she buys a rose instead.
So, how’s this spot different than your typical jewelry advertisement?
Most of the advertising during the festive season in this category is quite formulaic. Festive gifting is a recurring theme: it’s usually a montage of good looking models and great looking products cut to some grand, operatic music or a grand romantic story. Our spot is humorous, and the story revolves around the occasion of a birthday.
And what’s the insight that led to this campaign?
The insight came from the product itself. Unlike regular, rounded diamonds, these diamonds are uniquely shaped, making the collection more fashionable, trendy, modern, and attractive than the rest. That’s where we pull the idea of the necklace being alluring and irresistible—from the Allure diamond collection.
Why the humorous approach?
We decided to take a light-hearted tone because it allowed us to create a memorable story about two celebrity sisters, one of whom can’t resist the temptation of Allure diamonds from Malabar. Humor helped the brand’s communication stand out in the clutter of sameness, especially during the festival season.
Who’s the target audience?
The target audience is the 28- to 35-year-old modern, fashionable woman who wants everything that’s trendy. She is a serious diamond buyer who knows the difference between rounded and fancy-shaped diamonds.
And the feedback has been positive. Some bloggers included it in their list of best TV spots of the week. More important, we have seen a significant increase in the number of inquiries about the Allure collection.
Why did you choose two sisters as the main characters?
Famed Bollywood actress Kareena Kapoor, who buys the jewelry in the spot, is the brand’s longtime ambassador. As we thought about new concepts, we decided to make it a story based on two real-life sisters rather than two friends. That’s how Karishma Kapoor, who is also a famous Bollywood actress, came into the story. It was a casting coup—the two sisters had never appeared in a commercial together.
Any funny bloopers?
They are sisters, after all, and comfortable with each other. We got to witness some fun moments between them. It’s fun to watch.