Gold is passé, diamonds are what a bride wants to be adorned in on the most important day of her life. Three of India’s top designers have come up with their vision of the ‘Diamond bride’ in a new campaign for De Beers’ sales and marketing arm, DTC. JWT is the creative agency for the TVC that has been produced by Corcoise Films and directed by Prashant Issar.
Speaking on the brief given, a JWT spokesperson explained that wedding jewellery tended to be dominated by gold. The objective was to break this dominance of gold jewellery in Indian weddings.
Commenting on the marketing strategy, an official communiqué from DTC stated, “Consumer research revealed high aspiration for diamond jewellery among brides. We decided to make the bride the advocate for diamonds at her wedding. The communication strategy needed to deliver on two things to make the diamond bride come alive in the consumer’s mind – give an expression to the diamond bride’s personality, and secondly, give expression to the diamond bride’s trousseau, give prospective brides a handle on how they can pair their wedding outfit with diamonds given that they only know the traditional use of red and gold.”
To make the ‘Diamond bride’ a tangible fashion statement, three designers – Ritu Kumar, Tarun Tahiliani and Rohit Bal – were roped to design wedding fashion that could be paired with diamonds. In other words, they were to dress up their own ‘Diamond bride’.
The challenge for DTC was that breaking the cultural, social and economic domination of gold was not going to be easy. Through their communication, DTC decided to make the bride the advocate for diamonds at her wedding. The concept of a ‘Diamond bride’ was born, which depicts a bride who is forward looking, open minded, spirited, not afraid to express her thoughts and feelings, yet she also respects her elders. She enjoys a friendly relationship with her parents and the groom.