With Big Bears’ vast experience in the gold and diamond jewellery segment, you might as well call the agency ‘De Bears’. The agency has managed brands of the stature of Miracle Light from the US to Odisha’s most famous gold and diamond jewellery brand Khimji Jewellers. When Khimji Jewellers came up with an altogether new product category – lightweight diamond jewellery, its traditional advertising based on trust, purity, and craftsmanship wouldn’t work. Targeting an age-group of 18-24, this new sub-brand would have to communicate in a very different way.

Big Bears’ vast experience came in handy when the campaign started off with giving this new lightweight category a Brand Identity of its own. A new name and logo that wouldn’t interfere with the parent brand, while carving out a niche for itself in the market.

The campaign was very different from a typical diamond jewellery ad shoot, where it picked very life-like models in their different pursuits and personality. From a girl jogging to a girl enjoying the rains to a girl chilling out at a party, the shoot was very unorthodox, peppy, and at the same time beautiful. While the diamond jewellery was highlighted in its own way, this personality-driven campaign which was full of life connected well with a younger audience.

The Brand Proposition was ‘wear it anywhere’ – a powerful positioning statement. The baseline was, “Diamonds are for everyone” yes a take on the line “Diamonds are forever.” As for everyone within the targeted age-group, the variation was not based on social stature but the personality. It ranged from the fun-loving to the sporty to the romantic, etc. A 360-degree campaign was created which would attract potential customers to the store.

Big Bears’ ability to innovate and adapt made it the gateway searching for the right advertising agency for many jewellery brands. This expertise makes it stand out even among other design companies in Hyderabad.