Precious & fashionable: Saroja Yeramilli on Melorra’s brand campaign

Melorra, a jewellery brand launched in January 2016, has rolled out its first brand film, conceptualised by Dentsu India. The film takes inspiration from the business model that Melorra.com follows – a new jewellery trend every week, from the runway to Indian women’s wardrobe. Starring model Ujjwala Raut as the lead, the film showcases the fashionable jewellery range.

Saroja Yeramilli, CEO, Melorra.com, commented, “Today, India’s jewellery industry is mostly traditional and wedding oriented, with heavy, large designs that end up in the locker after the wedding day, leading to a whole generation of under-jewelled women on a daily basis. There is no jewellery brand catering to young urban Indian woman as she struggles to find the appropriate precious jewellery to match her daily looks at work, out to dinner or at a party.”

Commenting on the campaign, Simi Sabhaney, CEO, Dentsu India, said, “We at Dentsu India decided to use fashion codes in order to introduce this modern brand of fine jewellery. We believe Melorra sits best with fashion. The product is the hero. It is meant to entice the woman into coming forward and embracing it.”

Watch the ad film: https://www.youtube.com/watch?v=DqTR521ubEg

Speaking on the brief shared with Dentsu India, Yeramilli said, “While ideating on the main concept, the first and foremost motive for Melorra & Dentsu was to put forward the interest of today’s women. The brand film proves to its consumers that precious jewellery can be fashionable too. Melorra’s jewellery is current, elegant and minimalistic, rather than laboured and ornate.”

When asked what too it so long for Melorra to come up with a brand film 10 months after its launch in India, Yeramilli replied, “Melorra was soft launched in January with the launch of the mobile app and consecutively launched our mobile and desktop websites in April. Since January, we’ve been working on a multi-platform strategy and strengthening our presence across the website, mobile site and the app. Post July, we’ve launched brand Melorra and have timed the launch campaign with the festive season, which is the most important season for the jewellery business.”

Melorra distinguishes on the lines of being the only jewellery line inspired by fashion trends, a brand that launched new collections every week inspired by runway trends. Yeramilli further said that Melorra played a distinctive role in adding transformation to the jewellery industry.

She added, “Owing to our positioning in the fashion space, we’ve been able to build considerable interest in the fashion digital community and have been able to build a very strong network of bloggers and influencers. For most of our launch phase, our fashion network helped us spread the word among our target audience. Additionally, we focused on leveraging performance marketing for most of our initial growth but have now moved to experimenting with the offline medium with print ads and radio campaigns.”

On leveraging digital media, she said, “Melorra aims to build a strong aspirational brand among the new age digital Indian. For this, we lead with good quality content to engage the fashion conscious user. We follow global fashion trends and ensure that we keep our customers up to date with the latest trend information and how to incorporate it into their wardrobes. This has generated significant interest among our target audience and got us growth.  We aim to maintain this relationship and build long term customers through our engagement led commerce model.”

Going forward, the brand plans to continue to relying primarily on digital media to reach the millennial customer. It will also continue to innovate and experiment with an offline-online approach.

Campaign credits:
Client: Melorra.com
Creative agency: Dentsu India
Account Management: Simi Sabhaney, Nisha Raman
Creative: Vipul Thakkar, Ajesh N, Vimalkirti Deshmukh
Planning: Vishal Nicholas
Director: Avnish K, Supriya Sarin
Producer: Raman Lamba, Twism Productions
Director of production: Tanay Satam
Music Director: Tilak Goswami
Voice Over Artist: Natalie Di Luccio
Fashion Stylist: Nikhil Mansata
Make up and hair: Aarti Nayar

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