The Diamond Producers Association (DPA) earlier this month released its new global promotional video ‘The Diamond Journey’ in the Indian market. This version of the international film, which highlights the extraordinary story of natural diamonds, has some modifications to ensure that it resonates better with the local audiences, the DPA said.

A part of the larger ‘Real is Rare, Real is a Diamond’ campaign, the latest video seeks to educate consumers about the story of the formidable journey, spread across millennia, that a diamond goes through before it is set in jewellery.

A DPA release describes the campaign as “an unprecedented, cinematic telling of the natural diamond story. From genesis to finished jewellery, 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. The film was directed by Ian Pons Jewell, whose has worked on brands such as Nike, Audi, Lexus and Michelob, and features music from Oscar winning musician, Atticus Ross, DPA stated.

Pons Jewell shared “It's hard to describe how special this project is. The chance to write something bespoke to a brief at this scale is extremely rare. But rarer still to have the chance to tell the story of a naturally occurring element. I knew a little about how diamonds are formed but had no idea just how epic the journey is. We did a lot of research, not only did we look into the science, but also the human relationship with diamonds through history. It's been an incredible experience; one I don't think I'll ever get to repeat in the commercial world.”

Richa Singh, Managing Director – India, Diamond Producers Association, while speaking to the media about the India campaign, said, “We hope that this film will be shared far and wide by our trade partners, as we all work together to build consumer confidence in natural diamonds, and rejuvenate the industry.”

In India, it has been reported that the advertising campaign primarily targets the 25-40-year-olds. It was launched digitally this month 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 along with tactics like high-visibility print ads & ample PR support.

Pic caption: A still from ‘The Diamond Journey’

Pic courtesy: DPA