Building A 24x7 Jewellery Brand 💍

Melorra.com is DTC fashion jewellery brand that prides itself in offering everyday, affordable jewellery.

But, traditionally, Indian women tend to wear heavier, occasion-led jewellery that tends to sit in their "locker" (what home safes are called in India) until a wedding or Diwali arrives.

We devised a digital-first campaign that encouraged women to break that cycle, by breaking up with their locker.

We then super-charged the brand by bringing in Shraddha Kapoor, one of Bollywood's leading young lights to drive home the point with "The Art Of 24x7 Fashion"

We drove home the point of occasionality with Shraddha returning and taking on… herself.