ITV

Tag: Melorra

  • Melorra launches its festive campaign ‘#HarGharMelorra’

    Melorra launches its festive campaign ‘#HarGharMelorra’

    Mumbai: Melorra has launched its new ad campaign “#HarGharMelorra” to mark the beginning of festivities this season. It has already established itself as one of India’s finest every-day jewellery brands with a presence in over 26,000+ pin codes across India, the U.A.E., the U.S.A., the U.K., and Europe and is still expanding. The brand will be launching a new collection every Friday, with a total of 75+ designs every week.

    The ad campaign reiterates Melorra’s promise to adorn every Indian woman, giving this festive season the option to pick and choose from its wide range of designs for every single day of the festivities ahead.

    It pans out across various cities of the country, including Roopnagar, Vijayawada, Asanasol, and Pune, where women from all age groups and backgrounds can be seen soaking in the festivities while flaunting their trendy, everyday-wear gold jewellery, perfectly capturing the zest and fervour of the festive season.

    The fact that gold jewellery lovers are no longer confined to buying their favourite pieces just because they stay in a remote area has been amply highlighted and the spotlight focused on Melorra’s reach across every nook and corner of the country, where consumers can get their choice of jewellery delivered right at their doorsteps.

    The ad campaign has been released in English, Hindi and other regional languages, celebrating the festive spirit and its reach pan-India as well as in the global markets. The brand has been expanding across the length and breadth of the country and is looking at marking up to 350 experience centres pan India by FY ’26. With its seamless choosing and buying experience, including the touch, feel, and trial of jewellery, Melorra is fast emerging as one of the most preferred brands for everyday gold wear, not confining jewellery to just special occasions.

    Speaking about the campaign, Melorra founder & CEO Saroja Yeramilli said, “The purpose of our ad campaign is to let our customers know that we are available across the country at the click of a button. Our customers are in every nook and corner of India, and we want to reiterate that we put in all our efforts to make modern jewellery, which is lightweight and easy on the pocket, available to everyone. We at Melorra want to reach every Indian and provide them with options to go with their contemporary wardrobe.”

    After two years of the Covid spell, this year people are going to be celebrating in a big way, with friends and family. With our four different festive collections, Melorra is all geared up to be part of these celebrations. We have seen a growing demand for lightweight gold jewellery that women can wear every day with their daily wear wardrobe. Our “#HarGharMelorra” campaign is another step in this direction, allowing us to reach out to the most remote markets while also increasing access to our entire range of products to a wider range of customers. Our designs are inspired by global fashion trends and are just the perfect choice for every occasion, be it festive or simple everyday wear. Every Friday, we release a new collection and have over 18,000 gold and diamond designs available. Our aim is to amalgamate the passion that Indians have for gold with the change in perspectives and palates that comes out beautifully in our designs,” she said.

  • Melorra appoints Kushal Singh as head of marketing

    Melorra appoints Kushal Singh as head of marketing

    Mumbai: Melorra, a homegrown D2C brands designing BIS hallmarked and trendy fine jewellery has announced the appointment of Kushal Singh as head of marketing. Prior to this, Singh was with Domino’s India as vice president – marketing.

    In this new role, Singh will be responsible for leading the brand, marketing and growth strategy for Melorra, said the statement. “He will also help in strengthening brand communication and building capabilities that help scale Melorra’s omnichannel play,” it added.

    Singh’s vast experience with companies such as Carlsberg, Domino’s and ITC will enable him to design and execute integrated marketing programmes that are in sync with the times – something that Melorra is already focusing on.

    “Growing at 200 per cent CAGR, Melorra is one of India’s fastest growing D2C brands. With over 15500 plus designs we have the largest range of trendy fine jewellery available online globally and have become synonymous with the style statement of millennial women,” stated Melorra founder and CEO Saroja Yeramilli. “We witnessed a surge in demand even during the pandemic. As we now enter global markets, we are happy to onboard Kushal Singh to spearhead our marketing efforts. He understands the pulse of our target audience and has incredible credentials of working with renowned brands.”

    “I have always cherished working with brands that endeavour to fulfil customer expectations and market gaps through high-quality products. Melorra has grown rapidly to become one of the most loved lightweight and trendy fine jewellery brands among modern Indian women,” said Kushal Singh. “The international appeal of the designs and the out-of-the-box and highly impactful operational strategies at Melorra have been setting trends in the market. I am glad to be leading Melorra’s marketing efforts and look forward to leveraging my expertise in technology-driven brand growth.”

    Before coming on board at Melorra, Singh has worked with brands like Carlsberg Group, and ITC in various capacities. He has a BE in electronics and communication from Netaji Subhash Institute of Technology and a post-graduate diploma in management from the Indian Institute of Management, Kolkata.

  • Melorra’s Valentine’s Day campaign asks men to up their game

    Melorra’s Valentine’s Day campaign asks men to up their game

    MUMBAI: Come Valentine’s Day and brands will try to woo all the couples out there. Even as cakes, flowers and chocolates are the most common ideas, Melorra’s Valentine’s Day film is attempting to break this stereotypical idea.

    The endorsement created by Dentsu India Slingshot has a bunch of women asking men to ‘up their game’ and gift something that lasts more than one day.

    While speaking to indiantelevision.com Melorra head of marketing Sharat Krishnan stated, “Valentine’s Day is a gifting season, and most of the time people gift something that doesn’t have a life beyond Valentine’s Day. People usually gift chocolates, roses, and wine so we wanted to take away this concept and bring something which is more lasting. The whole concept is to gift something which is more relatable and brings a sense of joy to the person. We have tried to give a musical treatment to our ad which you will not be seeing in any other endorsement. We are trying to narrate the whole gifting scenario that happens during the Valentine’s Day and then suggesting users to up their gifting game.”

    Whether you chose to love it or hate it Valentine’s Day is an occasion of love and commercialisation. Hence, it becomes an important selling season for brands. Running a promotional campaign on products that can be seen as gifts is a traditional move.

    “We have been using YouTube, Facebook and Hotstar for this particular promotion. As the nation is going digital the idea is to grab consumer attention while they are on the platform. We also look at good engagement rate across all channels for our video,” stated Krishnan

    It’s not enough to only run a campaign, it is also important to measure the performance with metrics.

    Krishnan commented, “After the end of campaign we look into the uplift that we have got since the campaign has started. We also look into factors like brand metrics and sales metrics and see how things have gone up because of this particular campaign.”

    Krishnan adds that in today’s time, women are not looking at jewellery from an investment perspective. They have started seeing jewellery from an accessory perspective. “Women are more inclined towards lightweight and fashionable jewellery rather than the traditional ones you get. From millennials to everybody else they all are going to this direction. The concept of jewellery our parents had and that this generation has, has shifted,” he further added.

    The global jewellery market is currently facing high competition. The challenge before every jewellery firm is to differentiate its brands through unique prepositions. Emerging jewelers in the industry have realised the importance of understanding consumer behaviour and incorporating the same in their marketing strategies.

    Krishnan echoes, “The jewellery business in India is very huge. Even the largest player has a single-digit market share which you do not see in any other category. There is a larger share for everybody in the market. With every single year, people are moving towards the branded side of the jewellery rather than going to family jewellers. Elements like hallmark are also coming in which acts as a supporting factor. So people are now focusing on organised jewellery and it would be on the rise. Tanishq which is currently the leading single-digit market player in the jewellery business also tends to have USD 2 to 3 billion in terms of revenue.”

    Keeping in mind all these changing conditions, Melorra’s brand campaign is geared to envisioning Valentine’s in a new way

  • Melorra’s Valentine’s campaign urges men to go beyond the traditional gift ideas

    Melorra’s Valentine’s campaign urges men to go beyond the traditional gift ideas

    MUMBAI: Melorra, India’s fastest growing fine jewellery brand that’s making gold trendy for everyday wear has unveiled its latest Valentine’s Day campaign. Trending as #UpYourGiftingGame across all social media platforms, the campaign urges men to go beyond the traditional roses, teddy bears, and chocolates as gifts. Rather it asks them to celebrate the multifaceted persona of the women they love by gifting them something that will last more than a day!

    The film featuring Swasti Kapur, Tamanna Sharma, Noyrika and Shaina shows how women are destroying the same old boring gifts that they get on Valentine’s Day every year. They demand #change and ask men to #UpTheirGame with the gifts they choose. With partner-in-crime Melorra, men can match the unique personality of their loved one by gifting them trendy and lightweight gold jewellery that lasts a lifetime just like their love.

    Commenting on the same, Melorra founder and CEO Saroja Yeramilli said, “Love is an emotion that must be celebrated every day. And what better way to say, that you care, than to gift her Melorra’s lightweight and trendy gold jewellery that complements her personality and can be worn daily? Through our Valentine’s Day campaign, that is carefully crafted to connect with the millennial audience, we ask men to think beyond the regular gifts, and as a token of their love, gift her something she can wear every day. Our new collection that features trendy interpretations of heart motifs is inspired by the latest fashion trends and is made for the modern-day women. So replace the #cliched, and #untradition with jewellery that will become her go-to accessories, no matter what she wears.”

    Talking about the campaign, Dentsu India Slingshot  VP head of business Kunal Dubey and VP digital and marketing solutions Lucky Saini said, ” With this campaign, we wanted to break the communication codes of the category and yet deliver the brand message in a content/entertainment format. A musical treatment along with very dynamic and engaging cinematography helped us deliver a communication piece that’s not just fresh and engaging but also on point when it comes to translating brand strategy of everyday jewellery into creative execution.  Initial response in terms of View through Rates is very encouraging and we hope that this campaign will lift both brand and business metrics “.