In partnership with D’damas, the World Gold Council (WGC) has launched an integrated marketing campaign to promote the gold crowns designed exclusively for Pantaloons Femina Miss India 2009 (PFMI).
WGC is also promoting a limited edition of Collection g jewellery through the campaign. This is the second year that WGC has designed the crowns for PFMI.
Madhumita Dutta, head, marketing and development, WGC, spoke about the tie-up with PFMI, “Miss India is a nice platform for us to showcase our designs. Also, we share a common target group, that is, young, aspiring woman with lots of charm, beauty and self-confidence. These crowns are a befitting tribute to these women.”
The concept and theme of the crowns were created by WGC while the designs were executed by D’damas. WGC has handed over the responsibility for the marketing campaign to BBH. The campaign will include television, print and on-ground and will “bring out the novelty of the collection, in a way that will make the women of today feel on top of the world”, says Dutta.
Priti Nair, managing partner, BBH, says, “The entire collection is hip and contemporary, while the campaign is all about making women feel like queens and also treating them like that.”
The on-ground part of the campaign focuses on Mumbai and Delhi. The Mumbai activation took place over the past weekend and the Delhi activation will be held during the coming weekend.
The on-ground activities include a contest entitled ‘If I were Miss India’ in which women can get their pictures taken wearing the special Collection g jewellery available exclusively in D’damas stores. Their expression in the pictures should mirror what they would feel if they were crowned Miss India. Two winners, one each from Mumbai and Delhi, will be selected on the basis of the best “natural” expression. They will take home Collection g jewellery discount gift vouchers and an invitation for the PFMI finale on April 5.
WGC have also come out with a special contest, called ‘Miss India with a golden heart’. As part of the contest, twenty Miss India finalists will visit an NGO in Mumbai. The children supported by the NGO will then choose the girl worthy of the title, on the basis of their interactions. The visit is scheduled for this week, once the NGO is decided upon.
All twenty finalists will sport the special Collection g jewellery throughout the PFMI finale. WGC is the owner of the Collection g brand, while D’damas is the exclusive retailer.