isharya
Copywriter, Creative Conceptualisation
High End Imitation Jewellery
At Yellow Creative Agency
[Campaign Video] [Campaign Idea]
The Brief
An upcoming Diwali campaign for a high end imitation jewellery brand.
The Work
Diwali season is quintessential for any and every jewellery brand, and a strong campaign can really help you get more eyeballs and eventually, sales. That was our cue for Isharya's 2024 Diwali campaign.
Isharya is an imitation jewellery brand primarily with a primary audience of younger women and working professionals.
With 4 major categories – Pret, Isharya High, Festive and Everyday Wear, the campaign film needed to emphasise upon variety and how you can stack different collections together to make your own look. The brand also needed to fortify it’s positioning as ‘your personal stylist’.
The Idea
All of these directions led me to main campaign line – Make it Shine. Whatever your story is, wherever you’re trying to make it true, Isharya is the wind in your sails, helping you shine. The original campaign line was ‘Make Your Story Shine’ but it was made shorter for better extendibility in the future.
The film follows our protagonist through 4 different rooms, each representing a unique setting of its own. In every room, she’s adorning jewellery from each category, also mixing and matching along the way. Her outfits also range from an everyday ‘Pret’ to a ball gown for an elaborate evening – stacked with Isharya jewellery.
The film and script went through multiple rounds of evolution and was finetuned until we reached what was eventually the final product.
It was actually a great opportunity to see an idea, that you contributed in, come to life so closely. It wasn’t only a great experience ad filmmaking wise but also super fruitful on how to manage clients, last minute changes and unplanned chaos.
