Mine is the diamonds collection from Malabar Gold, and their latest print and outdoor campaign left me with a sense of "hey thats easy". why, because it says how much it can cost to start a diamond collection. On the inside page of Deccan Herald, there were three jewellery ads - Prince, Mine and Bhima. The Mine ad got my attention first. Ironically for Mine I looked at the others as well to see if they had better offers. I spent more time analysing them, as this left no room for doubt.
For ever I have seen jewellery ads showcasing necklines and hands adorned with precious metals and stones. Never was able to differentiate one Jeweler from the other. The earlier ads from Mine too were similar. I could always brush off a request saying its "expensive stuff". This ad however is bringing the game into my court. This is really making it dangerous for me. A boss of mine would say "numbers always take away the emotions in an argument" - it seemed right till now. I am sure he did not consider the context of this ad, because this just seems to trigger in a rush of emotions to cause a fight. You know like - darling!! can we? - no, expensive stuff - but its not - but it is - but its cheaper than your iphone .... game over :(.
Affordability comes at the cost of exclusivity. Maybe that should be my game plan - "if everyone is wearing the same thing its not good for my darling, isnt it?".