Azva captures tradition through the young, celebrates seven vows of marriage

World Gold Council has released a TV campaign for Azva, its brand of bridal jewellery. The film conceived by BBH India went on air on 19 October.

The film features a traditional Hindu wedding happening in the night. The couple, seated before the sacred fire under an illuminated tree, are solemnising their wedding vows. The apprehensive bride asks the groom if he is sure about getting married. She tells him that she is scared of the seven vows of marriage and the concept of being married for seven lives. She questions, “What if we are not good at marriage? Then?” After seeming to contemplate for a moment, the groom says, “Haan, is janam mein thodi gadbad ho sakti hai…  Par baaki jamam mein sambhal lenge.” (We could have a problem in this life. But we’ll manage in the other lives). Assured, she smiles and extends her hand into his. The film ends with the couple walking around the sacred fire, with guests blessing them by showering flower petals. The film ends with the message, “Inspired by seven vows, forged over fire. Azva. It’s your seven.”

Vipin Sharma, director, jewellery, World Gold Council, said, “Since the launch of Azva last year, our network has expanded and we are looking at this campaign breaking out in 46 cities across the country. Secondly, the TVC highlights the creative thought behind the brand and the collection in terms of the seven vows being the inspiration for it. The idea of seven has been very well captured in the designs of the jewellery and the TVC highlights this beautifully.”

On the use of TV medium, Sharma added, “TV becomes a natural choice for us as the option of media. When we launched the brand in October last year, we retailed in four cities - Delhi, Bengaluru, Chennai and Mumbai. We had print and OOH media to showcase the collection. This time around we have a presence in 46 cities, so TV has become the lead media, supported by print and OOH.”

Subhash Kamath, CEO and managing partner, BBH India, said, “Jewellery advertising in India has seen a lot of clichés being used, especially in the case of bridal jewellery. Happily, with Azva, the client not only presented us a unique product idea, the jewellery itself is spectacular in its design. We wanted to give a traditional celebration a very modern interpretation, in the life of a contemporary young couple.”

The film will air nationally, on entertainment, movie and regional channels. The campaign will extend to 46 cities, straddling print, OOH and digital media.

Credits
Client World Gold Council (Azva)
Creative agency: BBH India
Chief creative officer: Russell Barrett
Chief executive officer: Subhash Kamath
Executive creative director: Puneet Kapoor
Head of planning: Sanjay Sharma
Creative team: Vinod Sudheer, Kunal Sawant
Account management: Delon Mascarenhas, Kashmira Talati, Juhi Hegde
Strategy director: Yousuf Rangoonwala
Agency executive producer: Khvafar Vakharia
Director (film): Prakash Varma
Production House: Nirvana Films
DOP: Kartik Vijay
Media agency: Maxus

Also read: Corporatisation in jewellery segment building up in India: WGC's Vipin Sharma