Voylla.com, India’s jewelry e-seller for Fashion jewelry and accessories for Men, Women and Kids has launched it’s first-ever TVC. The TVC was strategically launched in the West Bengal region on September 24, keeping in mind the Durga Puja buying. The TVC has been received overwhelmingly and the orders from West Bengal have tripled since the Ad release.
In less than a week of the launch of the TVC, the ads have crossed over 22,000 views on Youtube as claimed by the company. The campaign is targeted at women in the age group of 25-44 years, residing across urban India. The idea has been drawn from the impulsive insight of a modern contemporary woman who loves to indulge in self-pamper.
The attractive price points and ease of navigation through Voyllla’s mobile website, have always been the fundamental objective of the brand, which will now reach the masses through the TVC campaign.
Keeping upbeat with the Hashtag trend, the company has launched two Ads, #windowshopping and #ridofromeos, while the campaign is led by #AlwaysBeautiful theme.
The ad #windowshopping breaks with a young woman crossing a jewelry store’s window while shopping, which has on display a beautiful necklace. While she stops in excitement and tries to adjust the necklace around her neck in the mirror reflection, she catches the eye of the salesman inside the showroom. The woman unaware of the leering, loves the necklace around her neck and the next moment is seen surfing through the Voylla website for a similar necklace, clicks buy and walks away.
The second ad, #RidofRomeos, opens with a young girl at cash counter, standing next to a dude wearing reflector shades. While the guy coughs to draw her attention, she girl looks back at the guy intently making the guy think that he has got her attention. The young woman suddenly whips out an earring from her bag and is seen checking herself out in the reflection of the guy’s sunglasses. She next whips out her phone, browses through Voylla’s website for a similar piece, clicks buy and walks away leaving the guy perplexed.
The company is also running a contest on Facebook that has received innumerable entries for #SelfieWithVoylla.
Vishwas Shringi, Founder and CEO, Voylla, comments, “The imitation/fashion jewelry operates in what can be called the most fragmented market. Two years of sustained efforts in understanding customer behaviour, setting up a robust back end supported by the technology edge and a fine detailed curating, Voylla is focussed towards redefining and organising the industry. We hope the Ad campaign is received well by our audience.”
Anil Thomas, Director of the TVC, “It was a very interesting brief to begin with. The idea was to create stories which are real, impulsive and hence spontaneous. The category is fashion and imitation jewelery, with price range being extremely inviting. Today’s young women are confident and want to look good as it adds to their confidence. So Always Beautiful was conceived. Voylla’s role is simple. Wherever you are, Whatever you do- Look good doing it. That’s exactly what we’ve created, situations every modern woman can relate to, imbibe and hopefully advocate.”