The World Gold Council (WGC) has launched an integrated marketing campaign to promote the gold crowns designed exclusively for Pantaloons Femina Miss India 2009 (PFMI), in partnership with D'damas. In addition, WGC is also promoting a limited edition of Collection g jewellery through the campaign. This is the second year that WGC has designed the crowns for PFMI.
Madhumita Dutta, head, marketing and development, WGC, talks to afaqs! about the tie-up with PFMI. "Miss India is a nice platform for us to showcase our designs. Also, we share a common target group, that is, young, aspiring woman with lots of charm, beauty and self-confidence. These crowns are a befitting tribute to these women."
While the concept and theme of the crowns have been created by WGC, the designs have been executed by D'damas. As for the marketing campaign, which includes television, print and on-ground, WGC has handed over the responsibility to BBH, with an insight to "bring out the novelty of the collection, in a way that will make the women of today feel on top of the world", says Dutta.
Priti Nair, managing partner, BBH, says, "The entire collection is hip and contemporary, while the campaign is all about making women feel like queens and also treating them like that."
The on-ground part of the campaign focuses on Mumbai and Delhi. The Mumbai activation took place over the past weekend, while the Delhi activation will be held during the coming weekend.
The on-ground activities include a contest titled 'If I were Miss India', wherein women can try on the special Collection g jewellery available exclusively in D'damas stores and can get their pictures clicked. However, their expression in the pictures should mirror what they would feel if they were to be crowned Miss India. Two winners, one each from Mumbai and Delhi, will be selected on the basis of the best "natural" expression. The prizes are Collection g jewellery discount gift vouchers and an invitation to attend the PFMI finale on April 5.
Apart from that, WGC have also come out with a special sub-title contest, called 'Miss India with a golden heart'. This contest will see 20 Miss India finalists visiting an NGO in Mumbai. The children supported by the NGO will then choose the girl worthy of the title, on the basis of their interactions. The visit is scheduled for this week, once the NGO is decided upon.
All the 20 finalists will also sport the special Collection g jewellery throughout the PFMI finale. The WGC is the owner of the Collection g brand, while D'damas is the exclusive retailer.