Challenge

Create a unique brand positioning for Jewel Corner as more than just a jewellery brand.

Idea

The best gift to give to someone is ‘happiness’. What if we find a way to giftwrap happiness in a box? And so we created the Jewel Corner ‘Box of Happiness’. Traditionally, gifts are only given during occasions. We decided to make gifting an everyday gesture by identifying small occasions in our daily lives to thank someone using a Box of Happiness. To establish this thought, TVCs were created to highlight mundane acts of kindness that deserve a Box of Happiness, for eg. a colleague who always shares her lunch, a neighbour who watches your child for you and a friend who gives you a free ride to work. This was supported with other offline and digital collaterals as well as activities.

Results

The campaign is currently underway and receiving positive reviews across platforms.

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