Inspired by seven vows, forged over fire - Azva's new TVC

India is usually synonymous to aspects like beauty, rich culture, tradition, customs, rituals, colour, vibrancy etc. All this comes alive on every festive occasion that enters the Indian calendar. But one thing that personifies these aspects is Indian weddings! Wedding or marriage is a deep-rooted and integral facet of Indians. But over the years, the concept of marriage and its interpretation has been through a few transformations; from the way weddings are arranged to the mind – set of the two individuals undergoing the process of entering a new institution.

Indian weddings stand out in character specifically with the ‘exchanging seven vows’ ritual. Foreseeing the wedding season around the corner, Azva by World Gold Council launches ‘It’s Your Seven’, a new campaign that is aimed at the modern day couple and urges them to interpret their own wedding vows. It represents the promises made by the couple to each other on their wedding day and contemporises gold in the modern marriage context.
Adgully caught up with Vipin Sharma, Director, Jewellery, World Gold Council to know more about the rationale behind the concept of the TVC and more.

Speaking about the concept and thought behind the commercial, Sharma said, “The idea was very straight-forward. As the context of marriage as a concept is evolving, the commercial showcases a renewed interpretation of modern couple with gold that is ‘traditional’ in nature yet in contemporary designs. It is for modern women who appreciates fine craftsmanship and wants jewellery designs that are contemporary and can be worn beyond the ‘big’ wedding day.”
A fairly new member in the branded jewellery segment, Azva has reached to 40 cities / towns across India and aims to reach out to markets like Pune, Bangalore, Kolkata, Hyderabad, Ahmedabad, Chandigarh, Jaipur, Trivandrum, Cochin, Ludhiana, Patna, Bhuvaneswar, Surat and Lucknow over the next year. “We believe that ‘smaller’ and ‘traditional’ markets are speeding extremely well. People from both trade and consumer sides spend well in contemporary designs as they foresee it as a long term investment”, Sharma stated.

While BBH is the creative agency on board, Maxus is the media agency for the campaign. Speaking about the marketing and promotions of this collection and the on-going campaign, Sharma said that, “The spends have been well spread across platforms. While mainline GEC are always important, we have a strong presence on regional channels as well. Also, other mediums like OOH, digital, in-cinema and fashion and lifestyle magazines are in the media mix.”

Lastly, illustrating the strategy going forward in the industry with turbulent financial condition, Sharma stated that the effort will always be in the direction of creating and building a contemporary context and outlook towards gold. “We look at creating jewellery beyond occasions; it has to be jewellery for life. Our constant endeavour is to meet what the brides is looking for and that is substantial investment in the idea, thought and emotion behind the product”.