Top Story

Home >> Marketing >> Article

Diamonds, a fitting celebration to the moments of love endearingly captured by a couple

17-February-2018
Font Size   16
Diamonds, a fitting celebration to the moments of love endearingly captured by a couple

The Diamond Producers Association (DPA), an international alliance of the world's leading diamond mining companies, launched their second film as a part of their integrated marketing campaign ‘Real is Rare. Real is a Diamond’ in India. The film titled ‘Sneaking Out’ is conceptualized and created by BBH India, with the intention of celebrating the rare moments among couples with a diamond.

Extensive research conducted by The Diamond Producer’s Association in partnership with BBH highlighted that couples believe there are moments of bonding (apart from anniversaries and birthdays) which actually form the foundation of their relationship. However, these moments, unique and rare to each couple, go unrecognized in the journey of a relationship. Inspired by these real stories, the campaign has recreated such moments of intimacy which couples can relate to and recognise as milestones.

Sharing her thoughts on the launch, Richa Singh, Managing Director – India, Diamond Producers Association, said, “In India, the ‘Real is Rare. Real is a Diamond.’ campaign shares a deep rooted thought of love built through rare instances in the minds of consumers. There are a lot of defining moments that make this journey unique and precious and we wanted diamonds to symbolize the successful transformation of the partnership by making them equals.The second TVC brings to light another real life example of such a moment.”

Commenting on the experience of creating the campaign film, Russell Barrett, Chief Creative Officer &Managing Partner, BBH India, said, “In many cases, especially with arranged marriages, couples first get married and sometime after, actually fall in love. We've tried to recreate an intimate moment in the lives of such a couple. A moment of epiphany when they realise that what they have is special, rare and authentic. No jewellery boxes being whipped out, no jaws dropping, none of the clichés of the category. In its place we wanted to create genuine, honest stories of self- discovery and the role a diamond plays to mark such a relationship.”

The ‘Real is Rare’ platform aims to connect with the younger generation in a personal and emotionally relevant way, while emphasizing that diamonds are a symbolic expression of commitment to a relationship. The second TVC is a part of the larger ongoing campaign that marked the first ever category marketing initiative for diamonds globally.The campaign has been launched through an integrated marketing communications mix of TV, cinema, digital, PR, mobile and social media. The DPA will also be engaging with the entire diamond and jewellery community to bring this to life.

Tags Diamond Producers Association

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity