Online Jewellery Retailer Voylla Launches First TVC Inspired By The Hashtag Trend You are using an outdated browser. The market for fashion & costume jewellery has grown significantly — the industry dynamics and consumer behavior patterns have evolved greatly in the past few years. The ruling high price is changing the customer preference from fine jewellery to relatively inexpensive but equally flashy costume jewellery. Globally, India is the second largest manufacturer of imitation jewellery after China with 8.30 per cent world share. The availability of skilled artisans at low cost and base metals, faux gems and stones has encouraged the sector’s growth in India.
This has made way for the entry of local as well as global players in this domain with brands like Carbon, Gili, D’Damas spawned out to feed this growing demand.
Organised by the HKTDC and held at the HKCEC, the Hong Kong International Jewellery Show offers a wide range of finished jewellery to buyers from all over the world, including silver, jade and antique jewellery. Dentsu Communications has won the creative mandate of Jos Alukkas, one of South's largest Jewellery groups. With expansion plans targeted at scaling the national market and the Asia Pac region they plan to invest over Rs 550 crore in the following year to establish itself further in the southern markets while slowly moving into the four metro cities at the same time. Jos Alukka, Chairman of Jos Alukkas expressed satisfaction on appointing Dentsu Communications and said “We are happy to be associated with the Dentsu team who will partner us in our journey ahead. Commenting on the expansion, Arijit Ray, CEO Dentsu Communications said, “Jos Alukkas is a brand of great stature and enjoys a deep connect with people in the South. Jeejo PP, Corporate Marketing Manager, Jos Alukkas added “The campaign that broke recently with South Super Star Vijay and his mother Shobha Chandrashekar is the talk of the town.


It is one of the few markets that has grown phenomenally well and is expected to reach 11,000 cr by 2014.
The imitation jewellery market is about Rs 7,000 crore in India, which is a $16 billion organized and unorganized market for precious, semi precious and artificial jewellery.
Indian costume jewellery has a huge demand in the US, Europe, Canada, Australia and many Asian countries and the organized market is nearly three-fourth of unorganized sector. Imitation jewellery is largely made of brass, cast iron, nickel, plastic beads and stones, instead of precious metals and gems.
The show also features watches & clocks, jewellery accessories, jewellery display and packaging materials and jewellery tools & equipment. They take pride in being the first jewellery group for having received an award for quality.
They already have 26 showrooms spanning Kerala, Tamil Nadu, Karnataka, Pondicherry and Andhra Pradesh. We are absolutely thrilled to have a reputed Jewellery House like Jos Alukkas as our first client in our Cochin operation. At a time when most of the stories on jewelry are transactional in nature it gives us a great opportunity to use this core to further distance Jos Alukkas from competition. There are several factors that are responsible for this growth but the drastic hike in gold and silver price in the span of a year is one of the main reasons of this shift. Apart from being a great brand we are delighted to work with some great people at Jos Alukkas. This year, most ecommerce companies In India have come up with their television commercials, realising they cannot ignore the massive reach of the medium anymore.


The latest brand to join the bandwagon is Bangalore-based online imitation jewellery retailer, Voylla that sells fashion jewellery and accessories for men, women and kids.With the ecommerce market slated for a massive growth in India and gems and jewellery being a much sought after category bought online, Voylla is all set to create buzz with a couple of TVCs and social media engagement activities around the festive season.
While the guy coughs to draw her attention, she girl looks back at the guy intently making the guy think that he has got her attention.
The young woman suddenly whips out an earring from her bag and is seen checking herself out in the reflection of the guy’s sunglasses.
She next whips out her phone, browses through Voylla’s website for a similar piece, clicks buy and walks away leaving the guy perplexed.The #windowshopping film breaks with a young woman crossing a jewellery store’s window while shopping, which has on display a beautiful necklace.
While she stops in excitement and tries to adjust the necklace around her neck in the mirror reflection, she catches the eye of the salesman inside the showroom. The woman unaware of the leering, loves the necklace around her neck and the next moment is seen surfing through the Voylla website for a similar necklace, clicks buy and walks away.Conversations are being triggered on social media with the ad hashtags. The ad films highlight the ease of navigating and buying on the Voylla mobile enabled website, anytime, anywhere. It has also been targeted well to the urban modern woman who’d rather pamper herself than seek attention from men.Inviting stories through the contest and encouraging users to watch the ad, is done well. However, the jewellery brand would have to do a lot more to encourage conversations on social media this festive season. The TVC has undoubtedly created awareness amongst its target audience that is spoilt for choices with so many online imitation jewellery etailers in the country.



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