Makani Creative win Sia Art Jewellery’s creative and media duties

The media mix involves promotional trailers from the latest film, ‘Om Shanti Om’

Makani Creative has won the creative and media duties for Sia Art Jewellery. The account was earlier held by Quadrant. The size of the business is estimated to be Rs 2 crore.

Sameer Makani, director, Makani Creative, confirmed the news to agencyfaqs! The pitch process involved four agencies. Roli Malhotra, manager, marketing, Sia Art Jewellery, says, “Apart from the immense understanding on this category that Makani Creative shared with us in the retail versus the non-retail format, their experience in the lifestyle products segment added value. Their timeliness and quick response on issues helped us close in on Makani.”

The media mix for Sia is interesting. The jewellery used in the upcoming Bollywood film, ‘Om Shanti Om’, is courtesy Sia. Hence, promotional clips for ‘Om Shanti Om’ will be used to market Sia. Post-promotional trailers, print ads and outdoor will dominate the strategy. Outdoor will include banners and hoardings. When asked whether Sia would be coming up with a commercial, Malhotra hinted that a TVC was on the anvil for the next fiscal year.

Sia has four brands. Sia Art Jewellery is its imitation jewellery brand. The other three brands are Sia Solemates (designer footwear and bags), Sia Styles (its shop-in-shop extension) and Flirt (its teen accessories brand).

Makani Creative handles Red Tape and Kiah Diamond Jewellery.