Brief:

To create communication for Nakshatra Diamond Jewellery using the new brand ambassador, Katrina Kaif, the Bollywood star.

Background:

Nakshatra is India’s most premium diamond jewellery brand. Aishwarya Rai, the famous Bollywood star, was the brand ambassador of Nakshatra for over a decade. The association between Aishwarya and the brand was so strong that it was difficult to imagine one without thinking of the other.

But in 2008, the client decided that it was time to part ways with Aishwarya. And to sign up Katrina Kaif to endorse Nakshatra.

Process:

Over many FreeThinking ™ sessions and researches, we drew up parallels between Katrina and Nakshatra. Katrina in her illustrious career had never had a failed movie. She was considered the lucky mascot of Bollywood. Next, we figured out that the diamonds used to make Nakshatra were unblemished and flawless, and therefore were thought to bring luck to the wearer. And that’s where the idea stemmed from.

Solution:

We positioned Nakshatra as the Goddess of Luck. In the TV commercial, we see Katrina Kaif involved in a cosmic ballet, in which she, as the star, controls the movement of planets. Astrologically, the position of planets is believed to control human destinies, and therefore the dance is a beautiful metaphor.

The TV commercial was a huge success for the brand. Katrina Kaif was accepted by the people as a worthy brand ambassador for the brand.