Evaluate emotional impact and effectiveness of a jewellery campaign celebrating authentic, imperfect love.
The brand launched a powerful film featuring a pair of commitment bands, designed to move beyond idealized notions of perfection in relationships. With two versions of the campaign (20s and 40s edits), the goal was to understand which creative best resonated emotionally across India’s diverse regions and how the campaign stood against competitors.
We adopted a hybrid research methodology combining advanced AI tools with qualitative consumer feedback to assess two versions of the campaign (a 20-second and a 40-second edit), benchmarked against two competitor ads.
The study was conducted across four key Indian regions using local languages to ensure cultural and contextual relevance.
Short Edit (20s) performed best on emotional clarity and impact—particularly in Southern India
Long Edit (40s) offered depth but revealed some narrative confusion in select regions
Emotional Peaks were strongest during moments of vulnerability, connection, and symbolic gifting
Branding was well noticed
Competitor Benchmarking: One competitor ad scored high on joy and surprise, while the other had limited emotional engagement
The brand gained clear direction on:
This data helped the client fine-tune their messaging and validate the power of emotion-led storytelling in jewellery advertising.
Disclaimer: This Case Study is an extract from the publicly available Award Submission of a Myntra Client Study for the Market Research Society of India (MRSI’s) Golden Key Awards, 2024…
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