Diamond World (DW) November- December 2020

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In PersonalIty ConversatIon Richa Singh, MD, Natural Diamond Council INCreasINg DesIrabIlIty of DIaMoNDs, EvERy StEp of thE Way Richa Singh, MD, Natural Diamond Council talks about NDC’s new campaign, how it will work for the Indian audience, what the NDC seeks to do with regard to increasing desirability of diamonds in consumers’ minds and more 60 | November-December 2020 | DiamonD WorlD
In ConversatIon We wanted to redefine the typical, traditional diamond gifting moments, we wanted to have a very global appeal, we wanted to talk to a consumer who has the access to a global repertoire of information. NDC has launched its first celebrity-led TVC campaign with Hollywood actress Ana de Armas. What is the idea behind partnering with an international star for the Indian audience as well? We chose Ana de Armas as our global ambassador because she is beautiful; elegant she radiates poise and modernity. She is also a part of this new ascendant free thinking generation that we need to be speaking to at the moment. We spoke to a lot of consumers across the countries and there are certain things that are common - the emotions behind buying a gift for a loved one, and the emotion behind buying something that reflects a memory – a moment that is special, and it just made so much sense that when emotions are common across the world then why not have a campaign that is common across the world. What kind of research was undertaken before launching this campaign in India – could you throw light on some consumer trends? Before we launched the campaign we did two kinds of research – one was generic research, where we spoke to the luxury consumer and checked about his or her experience with luxury and expectation from luxury and what they want to do with anything related to luxury products and understand from them. And of course the second was where we tested the campaign and without exception every consumer felt connected with the campaign, they felt emotional about what they saw. Everyone remembered a moment that was special to them that they would have liked to celebrated and that gave us the confidence that we were on the right track and we had a great campaign on our hands. We went to all metro cities and tested the campaign with the more affluent consumer. What is the ultimate objective of this campaign? The objective of the campaign is manifold – so starting with the fact that we wanted to redefine the typical, traditional diamond gifting moments, we wanted to have a very global appeal, we wanted to talk to a consumer who has the access to a global repertoire of information. And we of course wanted to showcase the best of the talent that exists in our industry. It is after a long time that we had a brand agnostic, celebrityfronted campaign, and we are very happy with the way it has turned out. And we picked on one large common insight across the world that every moment – small or big needs to be celebrated and I think that our campaign is a celebration of that. The campaign ran through IPL Ana de Armas, Celebrity Endorser, NDC DiamonD WorlD | November-December 2020 | 61
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Diamond World (DW) November- December 2020

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