allaboutoutdoor.com Bureau, New Delhi
CaratLane.com, the online retailer for diamond solitaires and jewellery has opened its first store in Indore. The new store will exhibit an array of solitaire, diamond jewellery and Carat Lane’s signature collections of precious jewellery and has been designed to encourage ‘browsing’, since the store will be featuring several touch screens following the web-based concept. The thought behind launching a store is to make its customers comfortable with the brand who are unsure of an online purchase, especially jewellery, by providing the touch and feel factor. The brand has launched a high decibel outdoor campaign in the city to create brand awareness and compliment the launch of the new brick and mortar store.
Laqshya Solutions, who has executed the campaign for the brand in Indore claims to have taken up traditional billboards and hoardings at prominent points to cover almost all the important stretches. The Campaign has been executed in 2 phases; the first involved the store launch announcement using a message ‘We are here at Indore, Launch offer 30 per cent’. The second phase was a brand campaign which rolled out a message, ‘Jewellery that’s too pretty for your locker’. The agency also used a 40’x30’ billboard covering Palasia Square, A.B Road and Bengali Club Square, in an innovative manner by placing lights on the ring in such a manner the diamond jewellery would glitter in the dark and could be seen from a distance.
"The objective was to create awareness for Caratlane.com, where you can buy the latest and trendy diamond jewellery, which may not be available at every city or town. We used the best possible formats suitable to the city`s landscape, and maintained right placement for exposure to the desired target audience including the innovation executed by the team to make the brand stand out. “With the brand value and insight we got from client we took great care in formulating and executing a plan that would create a powerful impact across the TG. Overcoming the hesitation to shop online for jewellery is part of the behavioural change happening in the country and am sure with brand awareness and exposure, Caratlane.com has a success story at Indore,” says Atul Shrivastava, CEO, Laqshya Media Group