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Joyalukkas

A tribute to friendship

Agency: Sutra

Description

Objective
Gifts are part of friendship. While one cannot put a price on true friendship, sometimes jewellery can signal the worth that a person places on the relationship. The objective of this film was to show how premium jewellery can be the custodian of emotional value forever.

It also helped move the ‘jewellery gifting’ occasion from weddings, engagements, anniversaries, birthdays etc to a day of reunion and thanksgiving. It also celebrated friendship, perhaps the most underrated of all relationships.

The Insight
Friendship is our first relationship. Also, the most cherished friendships are the ones we make in school. There is nothing more poignant to celebrate, to reunite with, to feel thankful.

The Concept
The storyline is simple, with Kajol making her way to her class reunion, in the hope of meeting a long-lost friend, one who had helped her in a moment of crisis, when during a school play her necklace shattered due to her own carelessness. But at the opportune moment her friend loaned her neck-piece and saved the day. As she meets her old school friends, her eyes search for that special person. A tap on her shoulder makes Kajol spin around to behold the person she really wanted to see, and the meeting is a deeply emotional moment for both. Kajol has bought her a gift, an amazing necklace from Joyalukkas, with matching earrings, which her friend declines but Kajol insists she keep.

In a span of a minute or so, the film beautifully conveys the true meaning of friendship, gratitude and love. A story crafted just like the beautiful pieces that Joyalukkas is famous for, the world over.

The Results
This dramatized representation has garnered over 9 million views on YouTube, 2.2 million views on Facebook and over 25K views on Instagram since uploaded on January 5.

This professional campaign titled 'A tribute to friendship ' was published in India and United Arab Emirates in January, 2022. It was created for the brand: Joyalukkas, by ad agency: Sutra. This Audio and Film media campaign is related to the Jewelry and Retail Services industries and contains 1 media asset. It was submitted about 2 months ago.

Credits

Advertising Agency (School): Sutra, Dubai, UAE.
Production Company: Grey Wolf / storymonk films
Art Director: Syam Manohar
Copywriter: Danni Thomas

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