Zoya, the diamond boutique from the House of Tata, has launched a brand campaign featuring its ambassador Sonam Kapoor.
Centred on its autograph collection, ‘My Embrace’, an iconic collection, it embodies the brand’s homage to its timeless muse – the Zoya woman.
Said Amanpreet Ahluwalia, Business Head of Zoya: “At Zoya we have always believed that women should be able to celebrate the joy of being just who they are, irrespective of the many roles they play in life. This collection journeys through the very soul of Zoya, a word which means ‘alive’. ‘My Embrace’ becomes an iconic symbol of self-acceptance, because you feel truly alive when you embrace who you are and are comfortable in your own skin.”
Overseen by Creative Agency Spring Marketing Capital, the campaign builds on previous successes exploring and celebrates every heroine’s love for her being.
Added Arun Iyer, Founding Partner, Spring Marketing Capital: “Zoya’s design philosophy, inspired by the shape of an embrace, remains at the forefront. We’ve crafted this campaign around life’s authentic, joyous, and simple moments, set against expansive outdoor landscapes, which act as a blissful getaway. Collaborating with Sonam Kapoor gave us an opportunity to authentically showcase her joy in spaces synonymous with the Zoya brand.”
Zoya diamond boutique from the House of Tata, presented a new brand film to launch its new autograph collection – My Embrace. Featuring Sonam Kapoor-Ahuja, the film accompanies the launch of Zoya’s new autograph collection ‘My Embrace’ – a signature identifier of the luxury atelier.
Said Amanpreet Ahluwalia, Business Head, Zoya: “At Zoya we have always believed that women should be able to celebrate the joy of being just who they are, irrespective of the many roles they play in life. Our new film journeys to the very soul of Zoya, a word which means ‘alive’. Through this campaign we hope to inspire women to powerfully embrace who they are. The narrative showcases our autograph collection ‘My Embrace’, a talismanic symbol of self-acceptance, created around the belief that you feel truly alive only when you embrace who you are and are comfortable in your own skin.”
Says Ajay Ram, Creative Partner & Founding Team Member at Spring Marketing Capital: “The credit for this collection goes to the mastery of the Zoya jewellery design team. The element of the embrace has been crafted into a most elegant form factor. Our attempt was to recreate the design philosophy in an effortless narrative. Collaborating with Sonam Kapoor allowed us to explore her vibe amidst spaces she finds most joy in, setting the right tone for the collection to come alive.”
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.
It is natural for the middle-income household to be doubting purity and buyback values of their gold that they are buying, exchanging, repairing or melting.
Karat meters are working overtime across more than 280 Tanishq showroom across the nation are busy shaping dreams.
Diamonds after Nirav Modi are failing to find favour among jewellery buyers. But at Tanishq, it’s a bit different. There is trust which gets amplified with the 100% buyback on them at current prices. Diamond start getting a new sparkle.
TANISHQ HEARTFELT GOLD.
I recently saw these three beautiful films on the Tanishq website. I have not seen them on TV, and not much is spoken about them on social media. Maybe I missed them. They seem to evoke the right emotion and reactions from consumers and people I could check. wit
What I was interested was in seeing how far does the brand take what it promises on its site. And that took me to the showroom at Borivali and Oberoi Mall in Goregaon.
I was suitably impressed by the near-templatised humanly perfected identical treatment. I can endorse what Tanishq says about their customer service. “We strive to ensure that every employee at Tanishq is welcomed into the folds of our protective family with their best interest being one of our main concerns. Our Karigars are provided with world-class facilities, a safe and supportive environment and are well taken care of with benefits like health care and financial aid. With the advancement of jewellery making equipment and technology, our workers also gain training and access to these top-of-the-line machines to aid in the creation process of their masterpieces.”
TANISHQ JEWELLERY MAKING CHARGES.
Tanishq has become a benchmark of purity and customer service in gold jewellery. People, after experiencing carat deviation between claimed and actual on their old jewellery, have shifted. They are now willing to pay a premium on making charges once they are assured of the purity and carat of the gold they are buying. Though Tanishq talks of every jewellery piece being crafted to give it a signature finish and the availability of a wide range of gold jewellery where the making charge start at 8% only. Now, this is the standard ploy; you hardly find much jewellery at 8% making charges. Mostly it is around 18-20%. Maybe a Tata brand could be a bit more transparent than starting at 8% gimmick.
PUSHING THE PURCHASE VALUE.
The team of salesperson take good care and keeps you engaged. It is their role to push the value of the purchase. Hence if you say you want a jewellery costing Rs 1 lakh, they will show something starting at 1.5 lakh. This strains customers from the middle-income household who walk in after doing their complete maths.
The customers finds themselves constrained in the ambience of the showroom. They feel hesitant voicing their concern. Their body language closes out. There would be a feeling and a question if they were better at the family jeweller.
The joy of buying gets threatened. Maybe it is nice to show 1.5 lakh but please show then the lakh piece too.
THE KARAT METER MAGIC AND ISSUES.
The state-of-the-art Karatmeter present in every Tanishq store is a very accurate way of measuring the purity of Gold. I have personally experienced the trust it evokes and has seen it tilt discussion in favour of Tanishq.
THE MELT BEFORE YOUR EYES MAGIC.
When a customer brings old gold for exchange at Tanishq, he or she sees the old gold melt in front of their eyes. The pre-and-post melt weighing is done right in front of you. The result, the weight and the karat reading are always right.
THE MATHEMATICAL CHALLENGE CUSTOMER.
Here is what I witnessed at one of the Tanishq showrooms. The Tanishq team takes the pain to explain to mathematically inclined jewellery exchange couple how a 40 gram 23-Karat and a 10 gram 20-Karat gold after melting can become 50 gram of 18.3-Karat. They are convinced only when another customer who is watching the argument and steps in to explain. It is all about soldering – tanka in the old jewellery.
The couple understands and compliments, saying they have got their old jewellery checked in two towns across three Tanishq showroom getting precisely the same reading. Maybe some amount of pre-explanation is required.
THE GOLD HARVEST SCHEME.
You should see how the salesman, while selling a small piece, is busy upselling dreams. He is pushing the Gold Harvest Scheme. Where one can accumulate money over a period of time and at the end of the period, buy the jewellery they want. With the Tata brand, the security of money is guaranteed. I would presume Tanishq showroom at least the one I visited on that particular day was showing a minimum of 50% GHS subscription.
BIG HEARTED RELATIONSHIP.
Tanishq is taking personalisation and emotional touch to a new level. When you unsubscribe to their mail, what you read before you say click is so endearing. “We’d be terribly sad if we can’t send you emails any more. But if you’ve had enough, with a heavy heart, we say this. Click here to unsubscribe.”
This service standard is apparent across Tanishq, Zoya, Mia, Caratline, Helios World Of Titan, Fastrack, Titan eye plus Skinn. It is how the complete brand trust is retained and strengthened.
TANISHQ, BEYOND GOLD AND SELLING.
It feels good to know some more facts about Tanishq sincerity. So, what if my source is just its website. I will trust the brand to tell me the truth.
Over 70% of the water used in manufacturing is recycled.
30% of the energy used in manufacturing is renewable.
40% of the Gold used comes from recycled sources.
The Titan Kanya Initiative helping educate more than 34,000 girls.
Zoya, the diamond brand from the house of Tata, is both a product and a retail brand and is targeted at the discerning, design seeking woman who is international in her aspiration. As part of its expansion plans, Titan has unveiled a third store in Mumbai, renting a 5000 square foot premium property in the posh shopping district of Linking Road, that is home to many jewellery brands.
Zoya which also has so far taken the print and outdoor campaign route, has for the first time released a TVC on air which showcases the brand and highlights brand messages of exquisite design and craftsmanship along with the values of trust that are integral to a Tata product.
Zoya deals in exquisite styled ranges, primarily in diamonds, apart from the traditional and fusion polki & kundan jewelry besides providing an unmatchable buying experience. The store showcases luxury in its most undiluted form. Zoya is also a corporate luxury brand in the jewelry segment that launches a seasonal collection each quarter. The latest collection is Fire and will be introduced on May 21, which pays tribute to nature’s most brilliant element with a magnificent array of jewellery, embellished with radiant sapphires, radiant gold and exquisite diamonds.
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.