Years Of Trust

Published

13 years ago

December 7, 2011

Kalyan Jewellers ‘ Vishwasam Adalley ellam’ ad captures the whole Attention of the viewer from the beginning to the end.Unlike many other ads, this ad communicates without saying ‘this is our product, buy our product ‘. Like a well made short film the conveyance of a message of trust in few seconds made the ad a ‘real’ ad and mass appealing.

Katrina Kaif replacing Aishwarya Rai as the brand ambassador of Nakshatra might have created a lot of conundrum. Amrita Rao, Anushka Shrma, Vikram, Mohanlal, Shreya Goshal, Jayaram… mostly all celebrities are in their run to endorse different jewelers. But does anyone remember which actor endorses which jeweler and which jingle is the background score for which ad? Kalyan jewelers came up with an advertisement concept hitherto unused by the Indian jewelers. The advertisement was aired for about a year from August 2009, but it still seems to be the hot pick.

The television commercial showed the relationship of a father and a daughter. The girl elopes from her house to be with her boyfriend. She leaves a message to her parents. On her way, she remembers the love and care her father had showered on her. She realizes the mistake she is about to commit and returns back home to the forgiving hands of her father. The voice-over tells us ‘Vishwasam, Athalle Ellam’ (Trust is everything or isn’t trust everything?) and then the logo of Kalyan Jewellers appears.

It is at the end of the ad, after 1 minute and 11 seconds that you realize what product is being advertised. This advertisement stands out for this reason. The underlying message is simple. Longer relationships which have stood the test of time are more important than short ones. Or, come to our jewellery which has been around for quite some time and not the new ones which have popped up during the recent years. Even if you have a moment’s flippancy you will realize and return to us. Trust, being the only word spoken with gold in all the references, for Kalyan Jewellers, this advertisement was a turning point. It propelled them from common place jewellery to one which people attach the word trust with. Nethra PUSH advertisers, Palakkad are the makers of the ad.

“The ad was an instant hit. Our target audience was the parents. Always it is the parents who make a decision on buying gold. Parents could relate to the ad and it created a mass turnout”, Says Ramesh Kalyanaraman, MD of Kalyan.

All the actors in the campaign are not professionals. To remedy any shortcomings this might have caused, the voice of the father was dubbed by actor Saikumar. His voice modulation perfectly echoed the sentiments a parent who is about to lose his daughter. The Tamil, Telugu and Kannada versions of the ad had Prabhu, Nagarjuna and Shivraj Kumar as the father figures. The incident happens during a temple festival. There is a slight change in the end too. It ends with the father figure telling the girl he is ready to give blessings for her marriage with the boy.

“We wanted to come up with something simple and catchy. A girl eloping to be with her boy friend is something every parent would eagerly watch. Of course it triggered a debate whether we were against love marriages. Many suggested that the ad could have ended with the parents giving the girl and the boy approval to get married, ending it on a positive note. We did it intentionally. Malayalees like it simple without drama. But our campaigns in Tamil, Kannada and Telugu ended differently with the father telling the girl to bring the boy home. The entire set was much flamboyant than the simple set for the Malayalam commercial. Ultimately, what matters is the brand image we create.” Ramesh points out.

“The response to the ad was overwhelming. Our ever increasing customer base started identifying us with the ad and the tag line. The advertisement served the purpose and now over tag line is taken up by media, celebrities and common people alike. Recently Mammootty was heard saying “Vishwasam athalle ellam” in a movie. Mohanlal used the tag line in a press conference. Be it any issue, Mullaperiyar dam or a case in the court, the most commonly used headline and comment is our tagline”, proudly says Ramesh.

Quite surprisingly people started requesting a sequel to this ad. To cater to their demands, Kalyan came up with ads talking about long term relationships. The second one, that of an old couple talking about the years they have been together. The third, yet again talked about a father-daughter relationship. It is about a father who forgets to get the promised doll for his daughter. Late night, when he nears his house he realizes that he forgot and gets the owner of a shop to open it late night. In the end the girl is happily running towards her father to get her doll. Like any other sequel, the ones followed couldn’t make an impact as the first one. This doesn’t seem to stop Kalyan from coming up with the sequels. If the customers demand, they are ready to come up with more of the same theme.

After all everything is about trust.

Popular Curtain Fabrics to Consider for Your Home

Published

3 months ago

September 30, 2024

Reshma Vivekanandan

When it comes to decorating your home, curtains play a crucial role in shaping both the aesthetic and the functionality of a space. The fabric you choose can dramatically alter the atmosphere, offering anything from opulence to a laid-back vibe. Here’s a guide to some of the most popular curtain fabrics that can elevate the look and feel of your home.

1. Luxurious Velvet

Velvet curtains bring a sense of luxury and elegance. Known for their plush texture and rich appearance, velvet is perfect if you’re looking to add sophistication to a room. They not only provide excellent insulation but also block out light, making them ideal for bedrooms, home theaters, or any space where you want a cozy, private atmosphere.

Best for: Bedrooms, formal living rooms, and home theaters.

2. Airy Sheer

Sheer curtains offer a light, breezy aesthetic that lets natural light filter through. These curtains are made from translucent fabrics like chiffon or voile, creating a delicate and ethereal look. Sheers are perfect for rooms where you want to maintain privacy while still enjoying sunlight, such as living rooms, dining areas, or sunrooms.

Best for: Living rooms, dining rooms, and sunrooms.

3. Classic Cotton

Cotton is one of the most versatile curtain fabrics, known for its breathable and lightweight properties. Cotton curtains come in a wide variety of patterns and colors, making them easy to fit into any design scheme. They’re also low-maintenance and can be machine washed, which makes them practical for high-traffic areas in your home.

Best for: Bedrooms, kitchens, and casual living spaces.

4. Elegant Silk

For a luxurious and glamorous touch, silk curtains are the go-to fabric. Silk adds a glossy finish and drapes beautifully, exuding elegance and grandeur. However, they require extra care and are better suited for formal spaces. Silk curtains are often lined to protect them from sun damage and to provide additional body and privacy.

Best for: Formal dining rooms, master bedrooms, and sitting rooms.

5. Versatile Linen

Linen curtains offer a natural, textured look that blends well with both contemporary and rustic designs. Linen is a durable fabric that allows light to softly filter through, and it also has excellent temperature-regulating properties. It’s perfect for creating a relaxed and inviting atmosphere in any room.

Best for: Living rooms, bedrooms, and spaces with lots of sunlight.

6. Durable Polyester

If you’re looking for an affordable, low-maintenance option, polyester curtains are a great choice. They are resistant to wrinkling, shrinking, and stretching, making them a durable option for everyday use. Polyester curtains are available in a wide range of styles, colors, and patterns, giving you plenty of choices to suit your home’s décor.

Best for: High-traffic areas like living rooms, guest rooms, and children’s bedrooms.

7. Chic Satin

Satin curtains are known for their smooth, glossy surface, which reflects light and adds a subtle sheen to any room. They are often used in contemporary and modern designs to bring a sense of refinement and class. Satin works well for rooms that require a touch of glamour without being as heavy as velvet or silk.

Best for: Bedrooms, formal spaces, and accent rooms.

Choosing the right curtain fabric can have a significant impact on your home’s overall design. Whether you prefer the lushness of velvet or the breezy nature of sheer fabrics, the right curtains can create the perfect balance between style and function in your space. Consider the mood you want to create and the practical needs of each room to select the best fabric for your home.

Pure as Love- Bhima Jewellers Astonishes with the New Ad

Published

4 years ago

April 16, 2021

Abhirami Chandran

Bhima Jewellers has come up with an ice-breaking advertisement representing the journey of a trans women and the internet has fallen in love with it!

We have all seen jewellery ads with ladies flaunting the necklaces and bangles, giggling, happy and such an such. This ad is different. Bhima a portrays the journey of a transwomen from her childhood to adulthood. It’s pictured beautifully, just like a movie, with utmost care. The transformation of an unshaven young man to a confident woman with the support and care of her parents will surely tear you up.

The father gifting her with anklets to the final scene of her in the bridal attire is heartwarming. There is no anger, frustrations or melodrama shown, it normalizes something that the society is yet to take in wholeheartedly and the caption strikes, “Pure as Love”.

The best part of the advertisement? A transwoman, Meera Singhania is the protagonist, which just makes the representation better.

Well the ad is ‘pure gold’, check it out!

Famous Advertisements that attracted controversies this year.

Published

7 years ago

December 29, 2017

Contributor

A recap of the most controversial Advertisements in 2017.

In 2017 some brands inadvertently landed themselves in controversies because of cheeky puns, risky taglines, and ‘insensitive’ use of gods and religion in ads. Let’s have a look at the ads that faced the heat in 2017.

Manforce Condoms

Manforce Condoms was forced to withdraw nearly 500 hoardings in Gujarat after protests broke out earlier this year. Sunny Leone’s condom ad for Manforce that tried to piggyback on the Navratri festivities faced severe outrage in Gujarat this year. The people of Gujarat took offense to the hoarding that portrays Sunny Leone seductively holding dandiya sticks.

Image source: pepnewz

Zomato

The recent outdoor ad campaign by online food ordering and delivery app Zomato faced a lot of controversies. Critics of the ad felt that one of the creatives of the campaign glorified desi expletives as it mentioned words like MC (mac n’ cheese) BC (butter chicken) in an attempt to connect with the brand’s core target audience – the millennials. Though the ad had to be pulled down, the advertisement got maximum exposure among the target audience.

Image source: thequint

Jawed Habib

Hairstylist Jawed Habib came under fire for hurting religious sentiments of the Hindus when he used the context of Durga Puja to promote his salon’s services. The ad suggested that even the gods visit Jawed Habib’s salon. The backlash was such that Jawed Habib had to apologize for the issue.

Image source: republicworld

Meat and Livestock Australia

Though not an Indian ad, reference to Hindu God, Ganesha didn’t go that well for Indians. The ad showed Ganesha, sitting at a table for a meal accompanied by Jesus, Moses, Zeus, Mohammed, Aphrodite, and even L Ron Hubbard, the founder of Scientology.The Indian High Commission in Canberra took notice and registered a complaint with the Australian government over the ad. The ad was banned as it was found to be “discriminatory to those of Hindu faith” by an independent review by the Australian Advertising Review Board.