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Diamond Producers Association to showcase ‘The Diamond Journey’ on high impact OOH media

By M4G Bureau - December 27, 2019

The new campaign from the DPA’s Real is Rare, Real is a Diamond platform tells the epic journey of a natural diamond, 3 billion years in the making

DPA launches its new Real is Rare, Real is a Diamond campaign, ‘The Diamond Journey’.  The campaign is an unprecedented, cinematic telling of the natural diamond story.  From genesis to finished jewelry, the remarkable journey of a diamond plays out across time and space.  In addition to themes of love and romance, the heirloom quality of diamonds is expressed throughout the film, powerfully tying diamonds to our most intimate moments and life events. The campaign was developed in partnership with creative agency BBH London.   

This campaign chronicles the transformation of a beautiful rough diamond from discovery to the ultimate representation of love, commitment and meaningful moments. The design of the 2-carat cushion cut diamond engagement ring, set in yellow gold, evokes a classic, timeless quality with eternal appeal.

The robust and fully integrated advertising campaign with a primary target of 25-40 year of age group, was launched digitally with Conde Nast & Times Of India, as well as a strong social media presence, with emphasis on Instagram, Facebook and YouTube. The reach will be amplified with a high impact campaign on leading OTT platforms. A broader audience will be reached through awareness tactics like high-visibility print ads & ample PR support. A special focus on high impact out-of-home placements in transit hubs capitalize on the busy holiday travel and gifting season, with placements including Mumbai & Delhi airports.

Richa Singh, Managing Director - India, Diamond Producers Association said, “The Diamond Journey’ poetically depicts the little-known truth that diamonds are the most ancient treasure that most consumers will ever touch or own; being older than life itself. It is a powerful message captured by the tagline ‘3 Billion Years in the Making’. This cinematic campaign offers a glimpse into the legacy of natural diamonds; from their geological formation, the transformation from a rough to a polished diamond, to their journey through the ages into becoming the perfect symbols of love and everlasting heirlooms. We strongly believe that this message will resonate with consumers and make them fall in love with diamonds all over again.”


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