Damas rolled out its latest marketing campaign for new Farfasha collections with Lebanese superstar Nancy Ajram as brand ambassador. Damas first used Ajram in the Farfasha launch in 2005 as a way to target ''youthful, vibrant and fun-loving young ladies in the Middle East.''In a 60-second television commercial, Ajram, pictured, with her ''Meen Ma Ando'' as background music, is portrayed as having fun with three other ladies during a night out in downtown Beirut. The concept of the song is set around the Farfasha brand – capturing energy and fun-- and lightens up, awakens people, and brings to life the art, cinema and music scene. The commercial was shot in several areas of Beirut, including Jemayzeh and Hamra.
A Damas store in Verdun was used for background when the four young women were on their way to end the evening in front of a Damas-branded billboard. The Moonlight Collection, also referred as the Masterpiece, is the only collection being promoted in the commercial. This 18-karat gold collection draws inspiration from the mysteries of the night and uses laser cut gold designs, which bestow each jewelry piece with the feel of diamonds.
The new Farfasha product range reflects the next generation in product design for this brand, according to Damas. Vivacity, femininity and style are core elements of the new collection, which is available at all price points. The commercial is being shown on major television channels across the Middle East and in key cinemas across the United Arab Emirates.
-Rapaport
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