MxMIndia

Tag: Richa Singh

  • The film titled ‘Sneaking Out’ is conceptualised and created by BBH India

    DPA unveils second film celebrating relationships

    By A Correspondent

     

    The Diamond Producers Association (DPA), an international alliance of the world’s leading diamond mining companies, launched its second film as a part of their integrated marketing campaign ‘Real is Rare. Real is a Diamond’ in India. The film titled ‘Sneaking Out’ is conceptualised and created by BBH India, with the intention of celebrating the rare moments among couples with a diamond.

     

    Extensive research conducted by The Diamond Producer’s Association in partnership with BBH highlighted, that couples believe there are moments of bonding (apart from anniversaries and birthdays) which actually form the foundation of their relationship. However, these moments, unique and rare to each couple, go unrecognized in the journey of a relationship. Inspired by these real stories, the campaign has recreated such moments of intimacy which couples can relate to and recognise as milestones.

     

    Sharing her thoughts on the launch, Richa Singh, Managing Director – India, Diamond Producers Association, said: “In India, the ‘Real is Rare. Real is a Diamond.’ campaign shares a deep rooted thought of love built through rare instances in the minds of consumers. There are lot of defining moments that make this journey unique and precious and we wanted diamonds to symbolize the successful transformation of the partnership by making them equals. The second TVC brings to light another real life example of such a moment.”

     

    Commenting on the experience of creating the campaign film, Russell Barrett, Chief Creative Officer & Managing Partner, BBH India added: “In many cases, especially with arranged marriages, couples first get married and sometime after, actually fall in love. We’ve tried to recreate an intimate moment in the lives of such a couple. A moment of epiphany when they realise that what they have is special, rare and authentic. No jewellery boxes being whipped out, no jaws dropping, none of the clichés of the category. In its place we wanted to create genuine, honest stories of self- discovery and the role a diamond plays to mark such a relationship.”

     

     

  • This campaign marks the first ever category marketing initiative in the diamond industry since a decade

    Diamond Producers Assoc unveils campaign in India

     

     

    The Diamond Producers Association (DPA) has announced its presence in India with a bang. And an integrated marketing campaign ‘Real Is Rare, Real Is A Diamond’ in India.

     

    Created & executed by BBH India, the campaign focuses on celebrating the precious moments which mark the journey of a relationship between a couple.

     

    Sharing his thoughts on the launch, Jean-Marc Lieberherr, CEO, Diamond Producers Association, said: “We are thrilled to announce the ‘Real Is Rare, Real Is A Diamond’ campaign which links diamonds to the precious moments between young Indian couples. The announcement is also to work closely within the sector to revitalize category marketing focusing on the younger generation catering to their specific needs and aspirations.”

     

    Said Richa Singh, Managing Director, Diamond Producers Association India:“Real is Rare, Real is a Diamond focuses on a diamond’s billion year old natural heritage and equate that with what is most authentic and real  in our lives. The campaign expresses the real and rare moments between couples and beautifully connects it to the unique quality of diamonds.”

     

    Commenting on the experience creating the campaign film, Subhash Kamath, CEO and Managing Partner, BBH India, said, “Our mandate was to reinterpret the idea of “Real Is Rare” for the Indian market, and root it in a cultural truth. We’re not trying to promote any particular brand here, but make people see diamonds in a whole new light. It’s a long term goal and we’re thrilled to be partnering DPA on this journey.”