ORRA Launches Campaign to Commemorate End of Telegrams

MUMBAI, July 12,2013 /PRNewswire/ --

ORRA has launched an innovative campaign using an antiquated medium of communication viz. telegrams, to commemorate the end of an era. These telegrams have been sent to well-wishers and customers, bidding goodbye to the era of telegrams and showcasing the timelessness of ORRA.

Telegrams, soon to be a part of a bygone era, but for many from the older generation who have used this facility; telegrams will continue to be a part of a nostalgic memory. Telegrams were harbingers of good news, bad news, tragedy and very often victory. They started in the 19th century, the same era in which another brand's foundation was laid; this brand was later to become one of India's leading jewellery brands, ORRA - Impossible to Hide.

The journey of a million gazes began in 1888 before it metamorphosed into ORRA. From sculpting and manufacturing diamonds to crafting and retailing the finest diamond and gold jewellery, ORRA has come a long way since its inception. Today, it is one of India's finest jewellery retail chains, having spread its glow with 36 stores across 27 cities and has consistently been at the forefront of design leadership and product innovation with 5 global design centres. While it's known for perfectly cut solitaires, Belgian diamonds, eternal platinum and 22kt BIS hallmarked gold jewellery, what makes the brand stand apart from the rest is it's heritage and unmatched craftsmanship. Innovation is the key to success in the competitive jewellery retail market, and ORRA has managed to stand several notches above the rest. While scintillating jewellery designs are pivotal to the brand, it's association with people from varied fields to create masterpieces has made ORRA a brand to reckon with.

The evolution of ORRA was very beautifully portrayed in it's first TVC shot in Malta, which captured not just the journey of the brand but also the ever-brilliant journey of the woman across time. ORRA has taken forward its legacy even after centuries of it's evolution. It's culture and heritage is reflected in the privileged associations that it has had over the years. ORRA has stayed true to its Belgian roots by hosting the Prince and Princess of Belgium and it has made an international impact with designs for Julianne Moore at the Oscars, Mallika Sherawat at Cannes, and the gorgeous Satine necklace worn by Nicole Kidman in Moulin Rouge was crafted using our perfectly cut brilliant diamonds. ORRA believes in giving back to society as it's an inherent part of Indian culture and has had some wonderful association with renowned people from varied fields of art, culture and fashion. S.H Raza, Anjolie Ela Menon, Tarun Tahiliani are some of the notable people, ORRA has had the honour of working with.

Mr. Vijay Jain, CEO, ORRA sums up his experience, "Telegrams played a pivotal role in our lives, and it's a nostalgic feeling that the last telegram will be sent on 15th July, but I also feel elated that ORRA, whose inception happened at almost the same time, will continue to be a part of endless eras. We have sent out a telegram to customers, well wishers thanking them for adding sparkle to this wondeful journey called ORRA: 'Telegrams - Soon to be part of a bygone era. Thankfully some things go on forever. ORRA - Pure Brilliance Impossible to Hide. Wonderful journey so far. Thank you'."

The idea of telegrams was to showcase the timelessness of ORRA and at the same time marry the new world with the old world. ORRA in association with it's digital agency Cornerstone Digital is taking the idea forward on it's social media platforms as well where they are inviting fans to email ORRA a message they'd like to send to their loved ones, and ORRA will send out the last telegram on their behalf.

ORRA has received multiple accolades along it's journey, Best Retail Chain, Most Innovative Jeweller, Best Platinum Jeweller and more recently has been voted as the Most Trusted Brand in the Brand Trust Report 2012 & 2013.

About ORRA:

Jewellery buying isn’t just about a purchase any longer; it’s about a complete experience, replete with stunning jewellery and the ideal shopping ambience.  ORRA one of India’s leading jewellery brands with 36 exclusive boutiques across 27 cities offers the customer just that. Having been at the forefront of design leadership and product innovation with 5 global design centres in Tokyo, Hong Kong, Antwerp, Mumbai and New York, ORRA gives its Indian patrons an opportunity to experience a premium international buying experience.

Banking on its rich Belgian diamond legacy, ORRA made its foray in the branded jewellery segment as an exclusive diamond brand, but taking into account the demand of the customers and the requirement of the market, 23 of its stores offer a range of designs in not just diamonds and platinum but 22kt BIS Hallmarked gold as well.  Given the steady flow of customers, who seek not just branded diamond jewellery, but have now moved on to branded gold jewellery as well; ORRA is now looking to move to the next level of being a full service branded jeweller across its stores. With a repertoire of having designed for Hollywood, Bollywod and Royalty, ORRA offers some fashionable designs.

ORRA has been a recipient of various national awards having been adjudged the Most Innovative Jeweller, the Best Retail Jewellery Chain, and has been voted as one of the “Top 3 most trusted jewellery brands” in the country and features among the top 350 brands in the Brand Trust Report 2012. For those who believe in shopping for jewellery in style, ORRA’s boutique is the perfect destination. ORRA’s jewellery makes it impossible to hide even when you’re in a large crowd, you will manage to stand out from the rest.

Primary Media Contact: Michelle Pinto, [email protected], 91-7666406665