Digital must meet television some day. This year, most ecommerce companies In India have come up with their television commercials, realising they cannot ignore the massive reach of the medium anymore. The latest brand to join the bandwagon is Bangalore-based online imitation jewellery retailer, Voylla that sells fashion jewellery and accessories for men, women and kids.

With the ecommerce market slated for a massive growth in India and gems and jewellery being a much sought after category bought online, Voylla is all set to create buzz with a couple of TVCs and social media engagement activities around the festive season. The brand has roped in McCann Erickson for its #AlwaysBeautiful campaign directed towards the young Indian woman who loves pampering herself with jewellery.

The campaign has two ads inspired by the hashtag naming trend – #windowshopping and #ridofromeos that depict how easy it is to buy through Voyllla’s mobile enabled website.

The #RidofRomeos film opens with a young girl at cash counter, standing next to a dude wearing reflector shades. While the guy coughs to draw her attention, she girl looks back at the guy intently making the guy think that he has got her attention. The young woman suddenly whips out an earring from her bag and is seen checking herself out in the reflection of the guy’s sunglasses. She next whips out her phone, browses through Voylla’s website for a similar piece, clicks buy and walks away leaving the guy perplexed.

The #windowshopping film breaks with a young woman crossing a jewellery store’s window while shopping, which has on display a beautiful necklace. While she stops in excitement and tries to adjust the necklace around her neck in the mirror reflection, she catches the eye of the salesman inside the showroom. The woman unaware of the leering, loves the necklace around her neck and the next moment is seen surfing through the Voylla website for a similar necklace, clicks buy and walks away.

Conversations are being triggered on social media with the ad hashtags. While the campaign hashtag has inspired the #AlwaysBeautiful Karwa Chauth contest where women need to post pictures with their husbands and share the secret of looking beautiful, the brand is running a #RidofRomeos contest on Twitter where women need to share stories on how they got rid of a romeo.

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Voylla wanted to make its presence felt with this campaign and it seems to have managed that, especially with its hashtag-driven naming convention. The ad films highlight the ease of navigating and buying on the Voylla mobile enabled website, anytime, anywhere. It has also been targeted well to the urban modern woman who’d rather pamper herself than seek attention from men.

Inviting stories through the contest and encouraging users to watch the ad, is done well. However, the jewellery brand would have to do a lot more to encourage conversations on social media this festive season. The use of multiple hashtags (in this case, three) in a single campaign might lead to fragmented brand conversations on social media; sticking to #AlwaysBeautiful would be a good idea.

Voylla, which is looking to scale up its presence in the international market and also get into the precious jewellery category with funding, could add more talking points to its social media campaign. The TVC has undoubtedly created awareness amongst its target audience that is spoilt for choices with so many online imitation jewellery etailers in the country.