The agency was earlier working with the Bengaluru-based online jewellery brand on a project basis.
Contract Advertising was working with Caratlane, earlier. In 2012, Rubecon Communications was handling the brand's creative duties.
enormous was working with Caratlane on a project basis just a month ago, to unveil the brand's new product with a mass media campaign that will appear in a few months. Under the mandate, the agency will work on the entire brand communication of Caratlane and also oversee its digital initiatives.
Calvin John, vice-president, offline marketing, Caratlane.com, says that they decided on enormous because of its sustained enthusiasm in communicating the product. On being asked about the brand's expectations from the agency, John plays a pun on the agency's name, saying it was 'enormous'. "We are looking forward to good work," he adds.
Ashish Khazanchi, managing partner, enormous, says the unique features of the brand are its contemporary designs and its ability to offer solitaires 25 per cent cheaper than the retail price.
Caratlane, which was set up in 2008, began its branding and marketing efforts through mass media in January, 2013. The intention behind employing traditional media was to build the brand with the offline customers as an alternative to the range of designs on offer in retail shops.
Interestingly, while the communication on jewellery collection is targeted at women in the age group of 25-45 years, the solitaire collection, aimed at 40+ women, speaks to the men. "Most of our customers shop online for jewellery because they don't find the designs in traditional stores, which mostly focus on high value customers and feature wedding range of jewellery. They have very little inventory of modern, chic, fashionable designs," John says.
While the brand's first television campaign focused on its solitaire category, aimed at emotionally connecting with the audience, the second campaign (which hit television screens in October, 2012) showed the jewellery range, with the communication being of transactional nature. According to John, both the campaigns did very well, with the second campaign resulting in four-and-a-half time jump in jewellery sales. The brand has been active in print and cinema halls (only in the southern market), apart from routine digital campaigns.
Caratlane has also worked out a brand integration deal with an upcoming Bollywood movie.