Essence, a global data and measurement-driven media agency which is part of GroupM, today announced that it has been awarded integrated media agency of record duties for jewellery brand Melorra in India. Led out of Bengaluru, Essence’s scope of work includes media planning, media activation and content innovation.
Founded in 2015, Melorra designs fashion-forward jewellery for the contemporary wardrobe. Its fashion stylists and jewellery designers create pieces in line with global fashion trends that also complement daily wear for different occasions.
To provide an accurate and elegant finish to its products, Melorra uses 100 percent 3D printing through partnerships with leading, technologically-advanced jewellery manufacturers.
Saroja Yeramilli, Founder and CEO, Melorra, said, “Melorra is well-poised to address the growing demand in the daily wear and lightweight jewellery segment. Having built a strong foundation as we seek to expand our customer base, we were looking for a media agency partner who has a deep appreciation for data and key metrics that drive a direct-to-consumer business like ours.
“Essence was able to amply demonstrate this and more, and we are happy to have the team on board as a partner in our growth,” Yeramilli said.
Anand Chakravarthy, Managing Director, India, Essence, said, “Melorra is a progressive brand in an exciting category. The lightweight jewellery space is set for tremendous growth, as we see more women from across India opting for such jewellery. Melorra is at the forefront of maximising this opportunity with its wide range of fashionable jewellery for everyday wear. The smart use of data signals, analytics and creativity combined is essential to driving acquisition for Melorra – this is one of Essence’s key areas of expertise and we are looking forward to helping accelerate business growth for Melorra,” Chakravarthy said.
Melorra is the latest consumer technology company to join Essence’s diverse portfolio of clients in India, which includes Airtel, Britannia, Faces Canada, Flipkart, Games24x7, Google, Honda motorcycles and scooters, Livspace, Vedantu, Wakefit and Zee5.
This development represents the increasing demand by new-economy technology companies for cutting-edge, data-driven approaches to media, and marketing that creates value for brands and consumers.