[Case Study] Jewellery Brand

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.

Tools & Techniques Used :

• Facial Coding & Eye-Tracking to capture real-time emotional responses and visual engagement
• Quantitative Survey to evaluate brand recall, message clarity, and regional resonance
• Comparative Testing to understand performance relative to leading competitor campaigns

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:

• Which creative drove deeper emotional connection
• Regional emotional responses and storytelling effectiveness
• Opportunities to optimize future campaigns using emotion analytics

This data helped the client fine-tune their messaging and validate the power of emotion-led storytelling in jewellery advertising.