Mumbai: De Beers, the world’s leading diamond company in collaboration with India’s Gem & Jewellery Export {romotion Council (GJEPC), has announced an India specific advertising campaign for the upcoming festive season to consolidate and enhance the demand for diamonds in India. The campaign ‘Ek Heera Aapke Heere Ke Liye’ (Only a diamond is worthy of your diamond) is about the appreciation of a husband for his wife for the little things that she does which makes his life, a life worth living. This campaign has been developed and conceptualized by J. Walter Thompson India (JWT, India) and produced and directed by Joydeep Sarkar of Native Films.
Conceptualized on the idea of ‘appreciating your wife with a diamond’ the campaign creatively depicts the little things a wife adds in her husband’s life and how his life is a brighter, happier life because of her in it. The wife is at the core of the commercial and depicts how she is the soul of the household and how everyone’s life is better because of the love care and concern she shows them and how she completes them. It signifies that every woman is the diamond in her husband’s life and is truly deserving of a diamond as appreciation of all the effort she puts in for her family.
The TVC takes us through the life of a modern Indian woman taking care of her family (her husband, child and in laws) doing what comes naturally to her. Starting with her mischievously waking her husband up in the morning. To making breakfast a fun experience for her child, to ensuring the comfort of the elders of the family. The ad ends with the husband gifting his wife diamond earrings to show that he appreciates her contribution to his life.
Talking about the campaign, Sachin Jain, President, Forevermark commented, “India is one of the top performing markets for diamond consumption in the world. DeBeers and GJEPC have worked closely together to create a campaign for Indian audiences this festive season to sustain and further grow diamond equity in the minds of our audience. This campaign will focus on retaining the consumer preference for diamonds while reinforcing consumer confidence and demand for diamond jewellery, in the market.”
Tista Sen, National Creative Director, JWT, India added, “Celebrate the woman in your life, this festive season with an exquisite diamond. The silent force by your side and the integral thread that links your family together is the woman of the house. Through this campaign, we applaud women in their everyday avatar and their everyday multiple roles. Authentic and heart-warming, the campaign acknowledges and salutes this essence of womanhood and motherhood.”
The Ek Heera Aapke Heere Ke Liye’ campaign will utilize the national media channels such as TV mainlines, magazines, paid search, online display and video audience buying, key digital sponsorships, social media platforms, and online television. The campaign will debut on National TV with a 60second commercial in Hindi and local languages like Tamil, Telugu, Malayalam, Bengali, Gujarati, Marathi and will across entertainment, movies and news channels for a period of 3 months all through the festive season.
