multi-agency pitch, Collage Consulting has won the brand project for cubic zirconium (CZ) jewellery brand Ishtaa. The brand project includes positioning, retail identity, packaging and the mass media project for Ishtaa. Collage is the newly formed branding, design and creative services division of advertising agency RK Swamy BBDO.
Confirming the news, Udai Goyal, chief operating officer, Ishtaa Gold Jewellery Pvt. Ltd, says, "Collage won the business based on its sound strategic approach and obvious creative flair."
Pankaj Mridul, executive vice-president and creative director, Collage, says, "At Collage, our focus is on building robust new brands using design as a strategic weapon. We are specially geared to deliver the full set of creative services that new brands require, including branding, retail and packaging design and mass media creatives. The Ishtaa project fits in perfectly with our goal."
He adds, "Ishtaa poses an interesting challenge. Given the product quality and the reputation of the promoters, we are confident of a substantive impact in the marketplace in the months to come."
Ishtaa is a joint venture between the Coimbatore based Emerald Jewel Industry Pvt. Ltd and the Mumbai based Clarity Gold Pvt. Ltd. Emerald Jewel Industry is one of the country's largest manufacturers of CZ jewellery, while Clarity Gold is a manufacturer and wholesaler of jewellery, precious stones and investment products.
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