Diamond Producer's Association- Short digital films
Client: Diamond Producers
Task: Sell diamond as a category to a gold jewellery driven market
Observations/Insights: People buy diamonds usually during a proposal in India. Hugely seen as a woman's only product, diamonds also are usually 'gifted' to her.
Idea: To create the seamless presence of diamonds in everyday life, we created a platform of short films that shows intimate and personal everyday moments between couples. We created a a new set of films for our different objectives (Shown below)
Other Marketing Efforts
While working closely with the CMO on DPA, we identified and solved a few complex market problems by creating platforms that were then used as briefs to create everyday content.
1) Create an occasion for gifting the 2nd Diamond - Birth of a child
2) Celebrate the empowered woman- gifting herself the diamond. (Click here for playlist)
3) Celebrate the craftsmen (Click here for playlist)
