D'damas reveals its new brand baseline "Dazzle the World"

D’damas jewellery brand from the house of Gitanjali Group, today announced an evolution in its brand positioning along with the release of a new advertising campaign featuring brand ambassador Sonakshi Sinha.

Latest campaign shows Sonakshi Sinha in a beautiful necklace set and a diamond studded bracelet from D’damas

Creative conception and execution of the new campaign was led by Aditya Kashyap (Creative Director) and Hemangi Chawda (Creative Supervisor) and their team at JWT, while the stunning visuals of Sonakshi and the jewellery that adorns her were shot by well known fashion photographer Rohan Shrestha and the styling for Sonakshi Sinha was done by ace designer Ami Patel.

Commenting on the new tag line, JWT creative Director, Aditya Kashyap said, “D’damas’ positioning over the past has encapsulated celebration in the line ‘Celebration Always’. The jewellery has strongly been associated with celebrations that are there in small moments of life. We decided that it was time for the brand to move out of the current zone and by doing so we would be broadening the positioning and not restricting it only to celebration. We collectively with the marketing team thought of what the brand could deliver through its product promise and we came up with a common thought for all the variants. The jewellery looks “mesmerizing” and that spiraled into the creative rendition of “Dazzle the world”.

Bollywood beauty and D’damas – Brand Amabassador, Sonakshi Sinha shared her excitement  on the new campaign,” I have been lucky enough to endorse D’damas which accentuates the beauty of a women. D’damas has a gorgeous and affordable range available in a myriad of designs that appeal to both traditional and modern look. I am pleased to be associated with India’s leading jewellery Brand and Gitanjali Group."

Elaborating on the concept, D’damas CEO Partha Pratim Chaudhuri, said, “The brand is already well-established as one that offers vast choice and easy availability, and we felt it necessary to focus attention on another facet of its personality that has emerged as we evolve to the next stage of development – the magnificent designs and craftsmanship. Due to these attributes, D’damas jewellery will make every woman the centre of attraction whether it is a smaller piece for daily wear, or a spectacular one for a special occasion.”

D’damas, the jewellery brand which was launched in 2003, offers the widest choice of BIS Hallmarked Gold jewellery and International Laboratory certified diamond jewellery across categories and price points thanks to its vast array of sub-brands and collections.

The first look of the print campaign has been released in leading dailies and lifestyle magazines beginning today.