The new television commercial for Nakshatra, the flagship Indian brand of Diamond Trading Company (DTC), has topped Mint’s monthly ad survey. Conceived by Sumira Roy, creative director, JWT , the promo depicts the spellbinding effect the wearer of Nakshatra diamonds has on the natural universe.
The 45-second ad film features actor and brand ambassador Aishwarya Rai Bachchan mesmerizing rivers, flowers and plants with the Nakshatra. Edited excerpts:
JWT has been handling the account for Nakshatra for quite some time now, right?
We created the Nakshatra brand for DTC in 1998 and, since then, have launched four campaigns.
What was different about the DTC brief for this campaign?
Our previous campaigns have connected with the supernatural theme, but this time our client wanted us to focus on the wearer of the Nakshatra and the effect it has on the natural world. So, it was really bringing it down from the supernatural to the natural.
Why the supernatural theme?
Nakshatra, in Sanskrit, means ‘constellation’. We wanted the brand to be interpreted in a mystical way. That is the brand’s DNA. Aishwarya Rai Bachchan, our brand ambassador, was the best fit as she is able to convey the ethereal theme.
Has Nakshatra’s campaign changed dramatically in these nine years?
Our first campaign showed the birth of a star; the second was more about the quality of the diamond. Our third campaign focused on the transformation a woman goes through with the diamond, and this was depicted using an eclipse. And the current campaign is about the wearer. So, it is a journey we are depicting.
Was the campaign based on research?
Yes, DTC does a lot of research on how consumers perceive the brand. And the outcome reflects in our communication, too.
Did you do anything to anything to capitalize on the Rai-Bachchan wedding?
When we heard rumours of the wedding, we got designer Sabyasachi to do a quick bridal version for print advertisements. The day the date of the wedding got confirmed, we released it.