UV Advertising & Retail wins creative duties for jewellery brand Varuna D Jani

Jewellery brand Varuna D Jani has assigned its creative duties to the Mumbai-based UV Advertising & Retail (UVAR). Specifically, the agency has been brought on board for the launch of two new sub-brands.

Of these, one is a solitaire diamond setting jewellery range, targeted at those within the 15-40 years age bracket, while the other is a more traditional multi-purpose jewellery range, targeted at the youth.

Explaining the media mix for the upcoming campaign for these two brands, Rohan Kulkarni, business head, UVAR, tells afaqs!, "We will be planning and handling both the pan-India ATL (above the line), as well as BTL (below the line) communication, including retail roll outs and events. We will be using multiple touch points."

To start with, the brand will have stores at three prominent locations in Mumbai, followed by Delhi. As of now, television is not part of the media plan, but may be considered during the festive season. The launch campaign will be followed by a digital campaign.

Assuring afaqs! that the upcoming creatives will be visible and loud, Pallav Kumar Ojha, director and co-founder, UVAR, says, "The product's USP is very strong. Both the new brands have separate ideologies and separate sets of consumers."

Though the category has several established players, Ojha claims that currently, in the jewellery market, there exists no direct competition to these brands as such.

For the record, UVAR, which was launched around three years back, is a 360 degree advertising agency with special focus on brands in the lifestyle and retail space.

UVAR's clientele currently comprises brands such as Gitanjali Jewels, Future Group, G-Corp, PAE (Premiere Auto Electronics), Tulli Group of Hotels, Nitco Tiles, and Indian Diamond Institute, amongst others.