 Welcome back you're watching from logo to impact. This is where we break down and add campaign the one that we're putting under the Microscope today is the one that was conceived by push integrated communications for the clients the South Indian brand Kalyan jewelers To endorse their new diamond collection that is called a poorva this new campaign features Amitabh and Jaya Bachchan as grandparents The concept is building on the premise of a grandmother's Reluctance really to consider a diamond necklace for her granddaughter's reception Which is based on her belief that a lot set is going to be outside their budget of around five to ten lakh rupees And of course then they have proven wrong by Kalyan jewelers as the big B as grandfather has selected a grand set Which to everyone's delight is falling within the budget Jagdish Acharya the founder and creative head of cut the crap is here to break this one down for us Reception with diamond. How's that? Budget. It's not past 10,000,000 rupees. It's not a diamond Reception make a chip grand There is somebody going beyond solitaire, you know in terms of diamond and that's a great Step to take I think that's the that's a leadership stance in that sense And I also like the fact that a simple insight has been used very well and the insight being that in Indian weddings You know, it's grandstand. It's not about subtleties. Kalyan jewelers a poorva diamonds for special occasions This is so beautiful And therefore it fits in very well that even with a diamond you can do so much of Shosha And I think it's and also in terms of marketing strategy It's tries to take on the biggest event where precious metals are being bought and which is your great Indian wedding and reception so it's bang on as far as that's concerned and Because of Amitabh Bachchan and Jaya obviously you are hooked on from the beginning But as a narrative one wishes that you know with such targets one could have gone a little further than you know between like a Patient and doctor kind of a format a very clinical kind of a format question answer kind of a thing But nevertheless even there it does Does it's job because of the insight and because of the content of the side they got diamond I said again necklace