New Delhi: London-based De Beers Group is trying to push diamond jewellery among gold-loving Indian consumers during the festival shopping season. In line with this objective, the company has partnered with the Gem and Jewellery Export Promotion Council (GJEPC) to roll out a campaign Ek Heera Aapke Heere Ke Liye, promoting the idea of gifting diamond jewellery.

According to the GJEPC website, it’s after a decade that GJEPC and De Beers have come together to launch a generic diamond promotion campaign in India. The two have planned a 50 crore media blitz across print, electronic and social media channels which will run from October to December as India celebrates festivals such as Karva Chauth, Dhanteras, Diwali, Christmas and New Year during this period, it said.

The new television commercial is made by advertising agency J. Walter Thompson India (JWT India) and features a young woman balancing work and personal life. In the film, her husband narrates how integral she is to every aspect of his life. The ad ends with him gifting his wife a pair of diamond earrings appreciating her contribution to his life.

“India is a big and important market for De Beers. Hence, we are leading this campaign which is aimed at promoting diamond jewellery in India. There has been a constant movement towards diamond jewellery in the India market which goes on a spike during festive season. The campaign objective is to make sure that consumers consider diamonds as an option while making a jewellery purchase," said Toranj Mehta, marketing director, Forevermark India, the premium diamond brand from De Beers Group.

According to a Diamond Insight report by De Beers, India is the world’s third largest diamond consumer with an 8% share for polished diamonds, behind the US (42%) and China (16%).

The campaign is targeted primarily at working women between 25-35 years residing in the metros, tier I and II towns. Mehta said that women today are keen on buying contemporary classic jewellery which can be paired with fusion and western wear instead of investing in traditional pieces.

Talking about the current ad campaign, Tista Sen, national creative director, JWT India, said, “The campaign promotes the affordable range of diamonds instead of solitaires. Hence, the campaign will reach out to consumers beyond metros. We consciously stayed away from the clichés of the diamond gifting space and created a love story which also salutes the essence of womanhood and motherhood."

The Ek Heera Aapke Heere Ke Liye campaign is being promoted across television, magazines, and social media and digital platforms. It will also be dubbed in local languages like Tamil, Telugu, Malayalam, Bengali, Gujarati and Marathi and will be showcased on entertainment, movies and news channels.

Vivek Dutta, executive planning director, Hakuhodo India, feels that the current campaign lacks a deep insight. “The TVC does not give a solid reason to switch from a traditional/secure investment like gold. The entire focus of the commercial is on rewarding ‘hardworking, all caring’ clichéd woman archetype on Diwali. Gifting diamonds over gold is asking to break really deep traditions. I guess it will take more than hummable soundtrack and slice of life images to induce behavioural shift," he said.

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