The Diamond Producers Association is gearing up to launch a new, $5 million advertising campaign this October, tailored specifically for the Indian market, the Gemkonnect website reported.
Formed in 2015, the DPA represents the world’s seven leading diamond companies and strives to cement “consumer demand for, and confidence in diamonds by promoting the integrity and reputation of diamonds and the diamond industry,” its website says.
Speaking at a prelude event for the Indian International Jewelry Show in Mumbai last week, DPA CEO Jean-Marc Lieberherr said the campaign will build on the “Real is Rare” concept, the DPA’s flagship marketing category and communications platform for diamonds, but stressed that the new campaign is specifically tailored for the Indian market.
Lieberherr explained the campaign strives to build a strong emotional connection between consumers and diamonds, saying, “We are looking at going beyond the social drivers of status, indulging in luxury and milestone celebrations. With today’s audience, particularly the millennials, there is a strong aspiration for authenticity and sincerity in their lives and relationships. Nothing could say this better than a billions-of-years-old diamond.”
Love comes first?
The prevalence of arranged marriages in India was key in developing the campaign as according to Lieberherr, market research indicated that an overwhelming number of couples placed an emphasis on luxury, status and milestone celebrations with respect to arranged marriages, while love came a poor fourth.
He added that many couples work very hard to go beyond being “a couple only on paper” and develop a strong and affectionate relationship, and seek to celebrate this achievement. “The Indian campaign will focus on acknowledging this achievement,” he said.
The Indian campaign will feature two ads for television and digital media, as well as a social media campaign. The October launch was chosen to maximize the all-important Diwali sales season and the end-of-year wedding season.
The Diamond Producers Association’s global promotion efforts have a $57 million advertising budget at their disposal for 2017. India’s Gem and Jewelry Export Promotion Council has contributed $2 million to this budget.
