The new marketing film Beyond – A Boundless Journey, from Tata’s Zoya diamond line, honours the feminine soul as a natural force of nature. The film depicts the Zoya woman’s continuous, larger-than-life journey through genesis, conflict, and turbulence, which is eventually imbued with calm contentment. It takes cues from the passage of the mighty Indus as a powerful analogy for the Zoya woman’s journey through life and an inspiration for its timeless classics.
According to Zoya’s Business Head, Amanpreet Ahluwalia, there is a brand myth surrounding the Zoya woman. She is extremely talented and visually aware. She might be nurturing, caring, a dreamer, or an aspirational doer. We will be witnessing her overcoming cultural pressures that define who she ought to be and discovering joy in being who she really is. She feels alive and starts to become the best version of herself when she is at ease in her flesh.
The Centre of Gravity, a strategic consulting firm that specialises in brand consulting, assisted in creating the film. This unusual narrative appears to have a lot of connection with its audience, according to qualitative research amassed over several years of talks with wealthy women. The movie’s director and producer, Ajay Ram of Spring Marketing Capital, states that right from the start, the idea challenged them to dream. They had to recreate it with the same degree of craftsmanship that it had been imagined with. In four chapters, each of which evokes a distinct sensation, their story follows the Zoya woman and her riverine avatar. Prism-mirror installations that are larger than life-size rework the inspiration for the jewellery design. To create a setting that was as multifaceted as the Zoya woman, they wanted images to have an ethereal aspect. They aimed to make the rich and meaningful brand universe of Zoya come alive through their narrative. With its heart in India and its eyes on the globe, Zoya has attracted a devoted following across the nation. Zoya considerably exceeded its turnover expectations to cross over 140cr last year, even though the brand’s goal has never been the pursuit of statistics alone.
In India during the past several years, Zoya has added two new standalone boutiques and six galleries using the store-in-store concept. According to Ahluwalia, the luxury market in India is increasing exponentially. By 2027, they intend to grow their customer base by a minimum of 5x and have more galleries and stand-alone stores in important cities in India. The new brand film enhances the local luxury company’s position as the nation’s most design-forward atelier with amazing jewellery that is both beautiful and meaningful. The new campaign will be promoted through social, digital, direct marketing, outdoor advertising, and television. Events and effective PR will support it.
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