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Bates Enterprise to campaign for Akansha Jewellery
04 Oct '06
1 min read
Bates Enterprise has bagged the creative duties for the diamond studded gold jewellery brand, Akansha, recently launched by Fine Jewellery, one of the largest exporters of diamond jewellery from India.
What has won the bid for the company is its approach to the brand was unique, which enabled it to stand out from other jewellery brands and created a differentiation.
The company used its global tool, Change Point Planning, to understand and evaluate the various change points that would impact the brand and accordingly crafted a strategy around it.
According to its in-house media buying and planning, Akansha will initially start the advertising campaign in Mumbai and Delhi and will subsequently spread to the national level advertising as and when it establishes its hold in the market.
Catering to the middle segment of the branded jewellery market, Akansha's media mix will include all the conventional media, including television, print, outdoor and radio, along with other promotional activities.
The consumer insight that Bates has worked out instantly serves as a link with the target audience and is very relevant in the context of Indian women.
What has won the bid for the company is its approach to the brand was unique, which enabled it to stand out from other jewellery brands and created a differentiation.
The company used its global tool, Change Point Planning, to understand and evaluate the various change points that would impact the brand and accordingly crafted a strategy around it.
According to its in-house media buying and planning, Akansha will initially start the advertising campaign in Mumbai and Delhi and will subsequently spread to the national level advertising as and when it establishes its hold in the market.
Catering to the middle segment of the branded jewellery market, Akansha's media mix will include all the conventional media, including television, print, outdoor and radio, along with other promotional activities.
The consumer insight that Bates has worked out instantly serves as a link with the target audience and is very relevant in the context of Indian women.
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