TAKA Jewellery, a household name in the local jewellery market known for its remarkably affordable prices, has invested in a bold new branding campaign to enhance its successful formula of tactical, price-driven advertising. The topic of the first phase of the campaign is its pricing policy.

While the brand has acquired a loyal following of regular customers over a short but dynamic seven years in business, it has been subject to the intense scrutiny and scepticism that invariably accompanies success. The question that arises time and again is: How, and why, are TAKA Jewellery’s prices so low?

Instead of evading the question, TAKA Jewellery has decided to answer that question once and for all with an advertising campaign that provides straight answers to a straight question. Comprising four ads, the campaign kicks off with a long-copy ad that explains the three pillars of its pricing policy – namely slim profit margins, bulk purchasing power, and a shorter supply chain on account of being a manufacturing jeweller as well as a retailer. The three subsequent ads each tackle one of those three pillars in an elegant, refreshingly different approach that will delight existing customers and surprise non-customers.

This refreshing branding campaign also introduces a new look and feel for TAKA Jewellery that will be progressively incorporated into shop décor and all advertising communications. Look out for the signature lavender ribbon and the brand’s new tagline: Because every woman deserves true value. In this time-starved world where we all crave valuable experiences as well as value for money, it will surely speak to the heart of every woman. After all, value – in every facet of our lives – is the ultimate luxury.