The Brief: Position Josco Jewellers as a good place to buy your jewellery.
The Idea: Buying jewellery is all about trust, which is why most Indians have a ‘family jeweller’ they keep going to. Usually brands say ‘Trusted since 1994’ and so on. But that’s very impersonal and generic. The idea was to personalize this trust factor. So the whole campaign becomes personal testimonials of real life people, mentioning the year they first bought a piece of jewellery at Josco Jewellers as the year they started trusting Josco.
The Idea: Buying jewellery is all about trust, which is why most Indians have a ‘family jeweller’ they keep going to. Usually brands say ‘Trusted since 1994’ and so on. But that’s very impersonal and generic. The idea was to personalize this trust factor. So the whole campaign becomes personal testimonials of real life people, mentioning the year they first bought a piece of jewellery at Josco Jewellers as the year they started trusting Josco.
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