First, commit to her.

“To make her your own, first commit to her.” “To reach to her heart, first impress her.” “To make her your own, first ring the wedding bell.” Three executions for P.P. Jewellers, on hoardings and in print — and you can hear that they're one campaign before you see the logo.

A structure is easier to own than a slogan.

Each line does the same thing: it names what you want, then tells you what it takes. “First…” is the hinge. Once a brand owns that hinge, every new execution is a fresh thought and a familiar sound at the same time.

It also keeps the jewellery in its place. The bangle and the ring are in the picture, but the line is about the relationship. The gold is the proof, not the point.