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AdWatch: All That Glitters ...

After a number of years with La Rai as their glittering representative, last fall, Gitanjali Gems introduced Kat as their new brand ambassador for their Nakshatra line. Both are equally stunning so one cannot call the substitution of Kat as an "upgrade". Perhaps it is simply a business coming to the realization that successful ad campaigns may require a fresh face from time to time. Now please don't take "fresh" to mean anything in the age sense. In fact, I'm getting a little tired of reading about the age of La Rai as a justification for the change because I think that's bunk. Sometimes, a change is a change.
That being said, let's take a look at both campaigns. I remember seeing the ad with La Rai on the crescent moon-like diamond necklace in stores in the Desh. It's my favorite of her ads. She looks ethereal and it's exactly the delicate quality that presents the jewels in the finest manner. Some of the other ads, I feel, have a little too much going on in them and detract from both La Rai and the jewels. The bottom right ad returns to elegant simplicity and features a close-up of beautiful Aish and sparkly baubles.As for Kat's ads, keep in mind, she just took up this gig so there's not too many to choose from. The center ad has a Venus-like quality about it. The minimalist look and blue sky background complement the delicate jewelry. Looks like they figured out that a busy backdrop is a distraction.


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