How Melorra ‘upped’ its Valentine’s Day advertising strategy with OTT

When it comes to the fashion jewellery market, India stands at an impressive no. 3 globally in terms of consumption. (The Size Of The Global Jewellery Market). As of 2019, this market in India is at approximately INR 12,000 crore and expected to quadruple till 2023. (https://bit.ly/30fF2lJ) The rise in demand for fashion jewellery points to several factors: increasing exposure to social media, steady growth in the number of smartphone users, higher internet penetration and a growing middle class, among others.

Melorra, a fashion jewellery player, has always been inspired by global fashion trends. For Valentine’s Day – an important occasion for the brand – Melorra unveiled a topical campaign with a quirky proposition: Up Your Gifting Game. The brand decided to partner with Disney+ Hotstar to amplify its reach and create some conversations around its campaign.

Choosing wisely 

Melorra aimed for the maximum impact right from the beginning. It went about achieving its campaign objectives with the trifecta of advertising on Disney+ Hotstar: sharp targeting, suitable ad formats and a well-crafted message that resonated very well with the segmented audience.

Different goals, different approaches

Picking the right ad formats and the audience proved to be the best strategy for Melorra. A combination of strategic mid-rolls and carousel ad format for eight days helped the brand amplify its core brand message. This way, Melorra could also showcase its product designs in a way they would be noticed. Since the campaign focused on gifting loved ones for Valentine’s Day, it asked Indian males to ‘Up Their Gifting Game’ to surprise their partners. The campaign’s central theme proved effective in making men want to buy their significant others the most perfect present possible.

What the numbers say

In just eight days, Melorra was able to create quite a splash for Valentine’s Day. Their topical campaign garnered a reach of over 1.3 million, further generating interest from over 45,000 people. With these numbers, it is more than safe to say that Melorra achieved unique success with its Valentine’s Day campaign.