MUMBAI: The Diamond Producers Association, an international alliance of the world's leading diamond mining companies has launched their integrated marketing campaign ‘Real is rare, real is a diamond’ in India. Created & executed by BBH India, the campaign focuses on celebrating the precious moments which mark the journey of a relationship between couples.
This campaign marks the first ever category marketing initiative in the diamond industry since a decade. Through extensive research and learnings, the DPA and BBH team discovered a primary insight that couples tend to celebrate anniversaries and birthdays as milestones, when there are other, mostly unrecognised moments of bonding and intimacy that actually form the foundation of their relationship. These moments are unique and rare to each couple and therefore deserve to be recognised and celebrated. Inspired by real stories, the ‘real is rare, real is a diamond’ campaign has recreated such moments of intimacy and bonding which couples can relate to and recognise as milestones.
Diamond Producers Association CEO Jean-Marc Lieberhe says, “India is an important market in the global consumer market and presents a significant opportunity for us. We are thrilled to announce the ‘Real is Rare. Real is a Diamond’ campaign which links diamonds to the precious moments between young Indian couples. The announcement is also to work closely within the sector to revitalise category marketing, focusing on the younger generation and catering to their specific needs and aspirations”.
Diamond Producers Association India managing director Richa Singh adds, “'Real is rare, real is a diamond' focuses on a diamond’s billion-year-old natural heritage and equates that with what is most authentic and real in our lives. The campaign expresses the real and rare moments between couples and beautifully connects it to the unique quality of diamonds”.
BBH India CEO and managing partner Subhash Kamath says, “Our mandate was to reinterpret the idea of “Real is Rare” for the Indian market, and root it in a cultural truth. We’re not trying to promote any particular brand here, but make people see diamonds in a whole new light. It’s a long term goal and we’re thrilled to be partnering the DPA on this journey”.
The ad aims to connect with the younger generation in a personal and emotionally relevant way while emphasising that diamonds are a symbolic expression of emotional commitment. It is a story that is real, that is theirs and that is rare, with the diamond being a true symbol of what the relationship is all about.
The campaign has been launched through an integrated marketing communications mix of TV, cinema, digital, PR, mobile and social media.
