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Melorra's latest digital film is making waves on social media

From being associated with words like “heavy”, “chunky”, “traditional”, and “boring”, gold jewellery is now available in a never-before avatar. Showcasing this twist to gold with its stylish, lightweight pieces, Melorra, India’s only fine jewellery brand inspired by global fashion trends, has launched a new Ad film. It reaffirms Melorra’s standing as a brand that specializes in jewellery inspired by recent runway trends and attempts to “unbore” gold.

The insight of this film lies in the consumer’s changing behaviour and the current gap in the market. The modern woman has embraced fast fashion in her outfits and accessories but when it comes to gold and diamond jewellery, she neither buys it as often nor changes it to match her changing ensemble. This is because even today, it’s difficult to find precious jewellery that complements a woman’s western wardrobe. Moreover, there are not many options available in an affordable price range. Melorra is addressing this gap by launching new collections inspired by fashion trends every week. 70% of their products are priced below Rs. 30,000. All their designs are lightweight, minimal and go with a woman’s western wardrobe.

In the film, one can see the quintessential woman of today, who is a go getter in all walks of life -- from acing her office meetings and being the star of the party to enjoying her vacations. Through all this, her western outfits are perfectly complemented by trend-inspired collections from Melorra. Being the fastest growing jewellery brand, Melorra stands out for bringing out pieces that can be paired with anything with a “buy-now, wear-now” purpose.

“Consumers are moving from traditional, chunky jewellery to lightweight, everyday styles that complement their western wardrobe,” said Mr. Sharat Krishnan, Head of Marketing, Melorra. “They want their jewellery to be in sync with what is trending this season. We, at Melorra perfectly understand this and offer them everyday wear jewellery inspired by fashion trends, at an affordable price. We want to give out the message that gold can be minimal, fashionable and match your daily wear too.”

Ever since Melorra opened its delivery options to all markets, it has become a preferred destination to shop for lightweight jewellery. The brand has established itself as a name to reckon with, recording a year-on-year growth of 400% in FY 2019 and expecting to grow 5X in revenue, in FY 2020.

Melorra has delivered to over 1200 towns in the country and is adding 100 new towns every month. From cities with a population of less than 10,000 to those above 1 million, Melorra has made its mark everywhere. It launches close to 100 new designs weekly to match the most recent fashion trends. 70% of the products are priced below INR 30,000. All the gold jewellery is hallmarked and the diamonds are SGL, IGI and DGLA certified. The brand offers 30-day return and lifetime exchange policies.

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