Forevermark, the diamond brand from the De Beers Group of Companies, has announced the launch of its new ad campaign in India – ‘It’s A Long Journey to Become the One’. The campaign has been launched to coincide with the start of the bridal and festive season.

The new campaign also marks the relaunch of the iconic De Beers slogan ‘A Diamond is forever’. The slogan drove consumer demand for diamonds in many different markets across the world.

The new TVC is supported by a multimedia campaign including print, outdoor, digital and on ground. It has been conceptualised and created by JWT Italy and highlights Forevermark’s rigorous selection process in the pursuit of the most rare and most beautiful diamonds.

While stressing that “less than 1 per cent of the world’s diamonds are worthy of the Forevermark inscription”, the ad creates a metaphor for the long journey of a Forevermark diamond. It plays on the parallel between mankind and diamonds, bringing the diamond journey to life through an epic, spectacular story where 100 men waking up in the bowels of the earth make their way out and begin a journey to become the chosen one. The number of men dwindles until, in the end, only one remains - representing the diamond chosen carefully by Forevermark.

Enrico Dorizza, Chairman, J. Walter Thompson Italy, added here, “We wanted to reveal the story behind a Forevermark diamond: a long journey that started deep within the Earth billions of years ago and continues through a meticulous selection process. This campaign challenges classic diamond advertising – embodying diamonds through mankind. It is a tribute to the expertise and craftsmanship essential to reveal the beauty of a Forevermark diamond.”

Pic Caption: A view of the TVC from Forevermark site