Milestone Rings
Milestone Rings
Milestone Rings
Advertising Campaign
Advertising Campaign
Advertising Campaign
Context
Context
Context
The Client
Large jewelry company specializing in gold jewelry. Well known across India with many branches, but not quite a household name yet.
The Brief
The Client wants to increase brand awareness by running a campaign celebrating their 100 year anniversary. The brief was left mostly open ended.
The Client
Large jewelry company specializing in gold jewelry. Well known across India with many branches, but not quite a household name yet.
The Brief
The Client wants to increase brand awareness by running a campaign celebrating their 100 year anniversary. The brief was left mostly open ended.
The Client
Large jewelry company specializing in gold jewelry. Well known across India with many branches, but not quite a household name yet.
The Brief
The Client wants to increase brand awareness by running a campaign celebrating their 100 year anniversary. The brief was left mostly open ended.
The Pitch - Milestone Rings
The Pitch - Milestone Rings
The Pitch - Milestone Rings
Key Insight
India is one of the largest markets for gold in the world, but weddings alone generate ~50% of the country’s annual gold demand.
Key Insight
India is one of the largest markets for gold in the world, but weddings alone generate ~50% of the country’s annual gold demand.
Key Insight
India is one of the largest markets for gold in the world, but weddings alone generate ~50% of the country’s annual gold demand.
This statistic shows that gold is often purchased as a form of celebration, but there’s so much more to celebrate in a person's life than just marriage. We want to encourage people, especially women, to celebrate all the other milestones in their life.
This statistic shows that gold is often purchased as a form of celebration, but there’s so much more to celebrate in a person's life than just marriage. We want to encourage people, especially women, to celebrate all the other milestones in their life.
This statistic shows that gold is often purchased as a form of celebration, but there’s so much more to celebrate in a person's life than just marriage. We want to encourage people, especially women, to celebrate all the other milestones in their life.
Milestone Rings
"Milestone Rings" is a new collection of rings designed specifically for stacking so that every milestone can be celebrated. Each ring represents a specific milestone in the person’s life. As the stack grows through the course of their life, they can always look down at their hand to see how far they’ve come.
Milestone Rings
"Milestone Rings" is a new collection of rings designed specifically for stacking so that every milestone can be celebrated. Each ring represents a specific milestone in the person’s life. As the stack grows through the course of their life, they can always look down at their hand to see how far they’ve come.
Milestone Rings
"Milestone Rings" is a new collection of rings designed specifically for stacking so that every milestone can be celebrated. Each ring represents a specific milestone in the person’s life. As the stack grows through the course of their life, they can always look down at their hand to see how far they’ve come.
Ring 1
Ring 1
Ring 1
Starting your
First Job
Starting your
First Job
Starting your
First Job
Ring 2
Ring 2
Ring 2
Moving out of your
childhood home
Moving out of your
childhood home
Moving out of your
childhood home
Ring 3
Ring 3
Ring 3
Receiving a Major
Promotion at work
Receiving a Major
Promotion at work
Receiving a Major
Promotion at work
Ring 4
Ring 4
Ring 4
Reaching a certain
amount in Savings
Reaching a certain
amount in Savings
Reaching a certain
amount in Savings
Ring 5
Ring 5
Ring 5
Receiving a Major
Promotion at work
Receiving a Major
Promotion at work
Receiving a Major
Promotion at work
Each ring represents a milestone in the person’s life, and are designed to stack onto each other.
They choose what their own milestones are based on their own personal goals.
Each ring represents a milestone in the person’s life, and are designed to stack onto each other.
They choose what their own milestones are based on their own personal goals.
Each ring represents a milestone in the person’s life, and are designed to stack onto each other.
They choose what their own milestones are based on their own personal goals.
Additional Points
Additional Points
Additional Points
‣ “Ring Stacking” as a concept isn’t new, but it is not nearly as common in India, allowing us to be first to the market with this new idea.
‣ The first ring for each consumer is heavily discounted, since it is meant for younger people, with comparatively less spending power. This also helps get them to start their own ring stack making it more likely that they will return in a few years to grow it.
‣ “Ring Stacking” as a concept isn’t new, but it is not nearly as common in India, allowing us to be first to the market with this new idea.
‣ The first ring for each consumer is heavily discounted, since it is meant for younger people, with comparatively less spending power. This also helps get them to start their own ring stack making it more likely that they will return in a few years to grow it.
‣ “Ring Stacking” as a concept isn’t new, but it is not nearly as common in India, allowing us to be first to the market with this new idea.
‣ The first ring for each consumer is heavily discounted, since it is meant for younger people, with comparatively less spending power. This also helps get them to start their own ring stack making it more likely that they will return in a few years to grow it.
More Details
More Details
More Details
We also wrote a script for a television/online ad to release the launch of this new unique collection. Click here if you’d like to read it.
We also wrote a script for a television/online ad to release the launch of this new unique collection. Click here if you’d like to read it.