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Diamond Producers Association launches V-Day campaign

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MUMBAI: The Diamond Producers Association (DPA), an international alliance of the world's leading diamond mining companies, has launched its second film as a part of their integrated marketing campaign ‘Real is Rare. Real is a Diamond’. 

The film titled ‘Sneaking Out’ is conceptualised and created by BBH India, with the intention of celebrating the rare moments among couples with a diamond. 

Extensive research conducted by DPA in partnership with BBH highlights 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 unrecognised in the journey of a relationship.

Sharing her thoughts on the launch, Diamond Producers Association managing director of India Richa Singh says, “There are lot of defining moments that make this journey unique and precious and we wanted diamonds to symbolise 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, BBH India chief creative officer and managing partner Russell Barrett mentions, “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. “

The ‘Real is Rare’ platform aims to connect with the younger generation in a personal and emotionally relevant way, while emphasising 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.

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