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Monday, Oct 11, 2004

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Innovative campaign


THE LATEST Nakshatra diamond jewellery commercial, Eclipse, goes a step beyond being an ad. International ad filmmaker Tarsem has captured facets of Aishwarya Rai in the surreal setting of Sossusvlei in Namibia. Aishwarya's beauty and Tarsem's vision have synergised to bring out the essence of the Nakshatra range.

Nakshatra was the first brand to be launched by the Diamond Trading Company to accelerate the growth of the diamond jewellery market in India. Seventy per cent of retail outlets stocking the range credit it with playing a key role in boosting overall diamond jewellery sales.

In the ad, Aishwarya sports a completely new look, with her wardrobe designed by Ashley from India and Zelda from London. With exquisite designs of earrings, finger-rings, bracelets and pendants, Nakshatra captures the essence of Indian tradition and presents it in modern designs. The timeless classic circular cluster with a diamond in the centre is seen as a must have in every woman's jewellery collection today.

This is the first time that Tarsem has shot for an Indian brand and the 60-second film has been conceptualised by J. Walter Thompson. The film has strong celestial imagery andcaptures the essence of the jewellery.

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