How can MGD break the misnomer around jewellery pricing and establish its 10 Fair Price Promises through 1 single campaign that captures the cultural nuances of 5 different regions?
Our rigour began with conducting research with consumers across 5 regions and sales staff and picking up finer cultural nuances around jewellery buying and pricing. We further transformed these verbatims into nuances through ensemble, dialogues and scripts. The result was a cracking brand film that captured the cultural touches beautifully, overtones of jewellery buying, demystified the fair pricing and bargaining, and echoed the 10 Fair Price Promises in a simple, understandable and relatable way in a single film.
The simple yet powerful film was seamlessly captured in 5 different languages and 95 edits with cultural nuances from each region/people holding on to the core messaging of the Fair Price Promise.