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O&M to glitter with MP Jewellers
The mandate for the agency is to fit gold into the daily lifestyle of young women and present it as a fashion accessory
Till a few months ago, everything was fine between the Kolkata based jewellery brand, MP Jewellers, and its agency, Brand David Enterprise. But early this year, the two parted ways amicably – why is still unknown.
For a few months, the creative duties for the jewellery brand were handled inhouse by the company, but a month ago, MP Jewellers decided to review a few creative agencies and finally awarded the business to O&M.
O&M also handles the World Gold Council account. So, it had experience of handling a gold brand. It used its learning in its presentation while pitching for the business, which helped it gain an edge over the others.
Dip Sengupta |
Sharmista Dev |
Sharmista Dev, general manager, O&M, Kolkata, adds to this, “The TG for this communication is women aged 22 years and above. We plan to promote gold as a fashion accessory, which complements and blends in with the everyday style, attitude and elegance of a young woman.”
The print campaign will break in the first week of June 2007. Apart from print, the media mix will consist of outdoor advertising and other promotion activities. The media duties will be handled inhouse by the company.
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