MAM
Rio Tinto floats a new campaign for Nazraana
MUMBAI: Rio Tinto Diamond Sales and Marketing has set itself apart from the rest in positioning its product. The new ad campaign for Nazraana, the jewellery brand executed by Ogilvy & Mather has made not the receiver, but the person gifting the jewellery special. The message being delivered through the TVC is ‘A givers heart which shines like a diamond.‘
While traditionally most diamond ad stories were about men and women who are in love, Rio has widened its horizon to gifting diamonds. The commercial shows a pre-wedding meet of families where the groom-to-be gifts diamond jewellery to the girl‘s family. Post gifting and appreciating the beauty of the diamond the family sits down to chat over tea. While the boy‘s parents were about to drink the tea in an English way, the traditional grandmother slurps the tea after pouring it out in the saucer.
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Looking at this, there is tension amongst the girl‘s side (assuming the behavior may be unacceptable to the groom‘s side). The TVC takes a pause and the next scene shows the boy too slurping the tea from the saucer. Seeing this, both the families discover qualities about him that are as precious as a diamond. The TVC ends with the tagline – line ‘Heera dene waalon ka dil bhi heere jaise hota hai‘. The commercial is directed by Vivek Kakkad of Curious films.
Ogilvy & Mather, group creative director, Kainaz Karmakar said, “Normally, jewellery commercials showcase the feature of the product and the receiver. Over here, we have tried to lay focus on the kind-heartedness and sweetness of the receiver and have used this as a standout proposition. The story delights you at so many levels. We all grew up with grannies who slurped tea. It‘s normal until it happens in a social scenario. The first half of the film is ‘I know this happens‘ story. At the moment when the groom pours tea and slurps to make the girl and the family comfortable, it turns into ‘I wish this happens‘ story.”
“In this TVC we have given spotlight to what goes through the givers mind while giving the diamond. People focus on how a person with a heart of a diamond gets a diamond. We have focused on how big hearted would the giver be to gift a diamond. The line ‘Heera dene waalon ka dil bhi heere jaise hota hai‘ is a thought that the brand can own for a long time. It can include any human relationship and there is no limit to the number of stories that can be spun out of it. You just have to look at an incident from your life and then see if you can slip a diamond into that story,” said Ogilvy & Mather group creative director Harshad Rajadhyaksha.
Ogilvy & Mather claimed that most jewellery brands hardly focus on the mindset of the person giving the diamond. The agency also claimed that the response so far in the seven cities has been much appreciated as the creative team has brought out a beautiful emotion to associate with. The TVC will be supported by outdoor and print medium marketing.
Rio Tinto Diamonds Sales and Marketing, manager – India representative office Vikram Merchant stated, “We realised that weddings are the most important jewellery purchasing occasion in India. However, rather than concentrate on elaborate bridal sets, we focused on more affordable diamond jewellery that would be ideal for gifting at the many celebrations held around the Indian wedding. In doing so Nazraana made a direct emotional and cultural connect with the Indian consumer.”
“With regards to our promotional plans, in July, we targeted eight cities in the North and East India which included Delhi, Amritsar, Chandigarh, Lucknow, Kanpur, Jaipur, Kolkota and Guwahati. We ran the TVC across over 100 cinema screens and reinforced the message through outdoor activity featuring retail stores across 40 locations. The second burst of media activity will run in over 25 cities, including Mumbai, from September through to December. This roll-out will feature both TVC‘s – ‘The Slurp‘ which promotes gifting of diamonds in weddings and ‘The Surprise‘ that promotes it in birthdays. Additionally, we have plans to tie up with Magazines namely – Sananda, Meri Saheli, Femina, Grihashoba, Cosmopolitian, Wedding Affair and Marwar. Both the TVC‘s will play concurrently in all the cities.”
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
