What was the need, the kill-joys argue to shoot a darkened Ash in Africa? What value does it add? Well, my friends, what is the “need” to dress up a finger with a Rs. 10 lakh diamond? What value does that add? This is a story of high powered imagery where value is perceived in the mind and the wallet of the buyer. By Ramesh Narayan.

THE GLITTERING mystique and mystery that every diamond hides is unique. Each precious facet seems to mischievously wink at you displaying a hint of color, carat, cut and clarity. Indian history is replete with legends of huge diamonds that were cherished as symbols of power and affluence and graced crowns and scabbards of rulers and tiaras and pendants of their consorts. Panna and Golconda have occupied a special place in diamond lore, laying claim to be where the mother of all diamonds, the Kohinoor was found.

Yet somewhere down the line, these mines were lost to commerce and what remained were only the stories of a glittering past. The centre for diamond mining shifted to South Africa and India remained an importer of diamond roughs, concentrating on the business of cutting, polishing and exporting finished stones. With the global scenario changing, new mines being exploited and income levels rising, it was left to the mammoth DTC to spearhead a comprehensive marketing effort aimed at bringing diamonds back to the centrestage in India.

India has always had a great hunger for gold. Now, over the last several years DTC and JWT have been systematically running a campaign to encourage gold jewellery shops to also stock diamond jewellery, and simultaneously raising awareness levels across the board, through a mass media campaign about the joys of owning a diamond.

This campaign, at the higher end has pushed the Nakshatra range, and at the not-so-high level (with diamonds there cannot really be a “low” level) seeks to introduce the Sangini range.

The Nakshatra range is not new. One recalls the early surreal-looking commercial that had the divine- looking Aishwarya Rai doing the modern equivalent of a cosmic dance. Diamonds never looked better.

The current commercial was one of those advertisements that were in the news for a number of reasons. The modern ad-film hero Tarsem was to shoot Aishwarya Rai somewhere in Africa and he had convinced her to adopt a bold new look, several shades darker, with straightened hair.

Well we were very eager to see this masterpiece. It is really a piece of art shot lovingly on a rolling moonscape somewhere in Africa. The film alternates between shots of a solar eclipse clearing up and Aishwarya dancing with wild abandon. Dramatic shots of the landscape dominate the visual senses and the combination of great cinematography and the new-look Aishwarya make the film gripping. The last scene where Aishwarya crouches with feline grace and one tears ones eyes away from her riveting face to take in the large diamond solitaire hanging from her neck is dramatic. There’s light all around the diamond gets the expensive boost it can afford. Some people have argued that this could be a classic case of an artists image preceding him.

What was the need, the kill-joys argue to shoot a darkened Ash in Africa? What value does it add? Well, my friends, what is the “need” to dress up a finger with a Rs. 10 lakh diamond? What value does that add? This is a story of high powered imagery where value is perceived in the mind and the wallet of the buyer. It is the fine art of image building where Ash, Africa Tarsem and all are just the tools to place a humble piece of compressed coal on a pedestal so high, people would kill for it. This is marketing at its best. And if you perceive a hint of the irrational in the film, you need a load of divine madness to buy a really good diamond.

Does it bump up awareness levels of the kind desired? Probably yes. Does it rank as a work of art? Probably yes. Will it be ranked as a great piece of communication for diamonds called Nakshatra? You tell me.

Manhattan
A GROUP OF close friends crowding around a little baby. Friends enquire about the name of the infant. The parents have their wish list. Well-meaning friends put in their two-bits. Everyone has an opinion. A scene that is so common place you instantly relate to it. Then suddenly as the camera follows the interesting expressions and banter of the group, a very young voice says “Dinku”. The look of disbelief all around is almost comical. Dinku, articulates the infant, once again with well-morphed lips for good measure. The effect is absolutely superb. The commercial is for Manhattan where the credit card is positioned as one that gives you the freedom of choice. A truly “different” creative approach to drive home the positioning statement. Great repeat value as well.

Ramesh Narayan heads Canco Advertising and welcomes comments at canco@mtnl.net.in

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