ABOUT THE BRAND
Established in 1930 in Meerut, Manohar Lal Sarraf and Sons Jewellers (MLJ) is a heritage brand with a rich legacy in jewelry making. As one of the most respected and trusted jewelry houses in Delhi, MLJ was founded by Mr. Manohar Lal Sarraf, a first-generation entrepreneur who entered the jewelry industry at the age of 20. With his determination and hard work, he set high standards for product quality and transparency in the industry. Since the 1990s, MLJ has been dealing exclusively with hallmarked jewelry, ensuring the highest quality for their customers. The ethos of providing the best possible product with complete transparency has been a cornerstone of Manohar Lal Jewellers since its inception.
PROJECT YEAR
2021
BRAND
Manohar Lal Jewellers
CATEGORY
Fashion & Retail
LOCATION
New Delhi
REDIFING ELEGANCE
The Ask
Manohar Lal Jewellers, a name synonymous with luxury and heritage, has undergone a significant transition. Originally a single brand, MLJ got separated, presenting a unique challenge: building a new identity while preserving the essence of being Manohar Lal Jewellers.
Re-position Manohar Lal Jewellers from “Feel like royalty” to a more relatable brand that celebrates life every day, embracing the joy of buying jewelry for all moments of love, joy, and special events.
Objective
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Celebrate Brand Legacy: Highlight nearly a century of heritage and craftsmanship.
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Enhance Relatability: Position MLJ as a brand that celebrates everyday life and special moments.
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Promote Timelessness: Showcase the timeless, HEARTcrafted quality of MLJ jewelry.
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Exude Warmth: Convey a sense of warmth and joy associated with MLJ jewelry.
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Build Credibility: Reinforce the brand's credibility through its history and quality.
Execution
A comprehensive brand launch that developed a series of engaging stories and visuals chronicling its rich history from its founding in 1930 to the present day. A dedicated launch was done to highlight the brand’s legacy and craftsmanship, using warm, inviting imagery to convey the joy and warmth associated with MLJ jewelry. Vintage photos and archival images were integrated into all marketing materials, showcasing the long-standing tradition and heritage of MLJ.
Overall Brand Launch
For Every Moment
The Ask
. Emphasize that MLJ’s jewelry is meant for everyday use, not just for big events or special occasions. The campaign aims to promote everyday pieces while emphasizing MLJ’s heritage, credibility, and the timeless significance of its jewelry.
Execution
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Promote Everyday Jewelry: Showcase the versatility and accessibility of MLJ’s jewelry for daily wear.
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Enhance Relatability: Position MLJ as a brand that fits seamlessly into the everyday lives of its customers.
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Celebrate Small Moments: Emphasize that every moment, big or small, is worth celebrating with MLJ jewelry.
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Showcase Brand Offerings: Highlight a diverse range of jewelry that caters to everyday needs.
Objective
Manohar Lal Jewellers' "For Every Moment" campaign redefines luxury jewelry by highlighting its place in everyday life, not just on special occasions. This campaign aims to show that MLJ jewelry is versatile, accessible, and perfect for daily wear, making every moment memorable. Warm, inviting imagery and authentic testimonials were used to create a sense of joy and warmth. The focus was on promoting smaller, more practical pieces, showcasing the breadth of MLJ's offerings that cater to everyday needs.
"For Every Moment" positioned Manohar Lal Jewellers as a brand that brings elegance and charm to daily life.
Nazakat
The Ask
To promote polki, diamond, and special stone pieces for special occasions while showcasing their versatility for everyday elegance.
Execution
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Highlight Exquisite Jewelry: Showcase the delicate and captivating beauty of polki, diamond, and special stone pieces.
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Create Emotional Appeal: Evoke a sense of elegance, finesse, and timelessness that makes these pieces perfect for special occasions.
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Enhance Brand Image: Position Manohar Lal Jewellers as a purveyor of exquisite, high-quality jewelry that adds a touch of elegance to every celebration.
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Increase Engagement: Generate interest and engagement through visually appealing and emotionally resonant content.
Objective
"Nazakat" is a Hindi and Urdu word that translates to "delicacy," "elegance," or "grace" in English.
The "Nazakat" campaign aimed to transport customers to a whimsical, dreamy land filled with the essence of summer scents, melodious chirping birds, and serene, flowing water. This enchanting setting was used in all campaign visuals, emphasizing the delicacy and elegance of MLJ's polki, diamond, and special stone pieces. The campaign featured a series of storytelling content that highlighted the craftsmanship and beauty of these pieces, set against the backdrop of blooming flowers and vibrant colors.
Utsav
The Ask
Promote the unique pieces of MLJ during the vibrant festivals of August—Raksha Bandhan, Janmashtami, and the enchanting wedding season. As the monsoon rains add charm to these joyful occasions, MLJ’s exquisite and heartcrafted designs make them even more unforgettable. Each piece is meticulously crafted to embody the essence of these celebrations, allowing you to experience the season's splendor in full glory. Discover the perfect adornments for every cherished moment with MLJ.
Execution
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Promote Festive Jewelry: Highlight the unique, heartcrafted pieces designed for festive occasions.
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Celebrate Cultural Traditions: Emphasize the beauty and significance of traditional festivals and wedding celebrations.
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Showcase Customer Stories: Feature stories of MLJ brides and their special moments.
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Increase Brand Engagement: Foster a deeper connection with the audience through culturally resonant and emotionally engaging content.
Objective
The "Utsav" campaign is designed to immerse customers in the vibrant and joyful atmosphere of India's rich festive season. "Utsav," meaning celebration, will focus on key occasions such as Raksha Bandhan and Janmashtami, as well as the heartwarming stories of MLJ brides, showcasing how Manohar Lal Jewellers' exquisite pieces make these moments truly unforgettable.
