Diamond World (DW) November- December 2020

In ConversatIon
and some popular television
programmes across different
channels – what has the response
been like?
We launched the campaign and choose
high impact properties. Properties
where the husband and wife could sit
together and discuss their feeling and
remember their moments together.
We had launched with IPL and we
had a great response. In our Youtube
page we could see a list of comments
like ‘did you come in because of Ana
or did you see it on IPL.’ So now that
it was viewed in a great way at the
IPL, we also got a large number of
our retail partners jewellers who
wrote into us to say that they noticed
it. Cricket is a passion in India and
we need to make diamonds as large
as a passion cricket is. We continued
to be a part of all movie channels and
we are a part of all digital campaigns
throughout the year. We have constant
presence digitally. We are creating a
lot of content on our website.
Did you have any discussions
with retailers across India
before running this campaign
on its effectiveness in the Indian
market?
Before starting the campaign we
spoke with a lot of retailers from
the industry to check with them
what their consumer was feeling.
They gave feedback about where the
campaign was being most effective,
most visible, what sort of jewellery
would work better, what sort of
jewellery would be aspirational yet
resonate with the consumer and I
think we have arrived at a place
The objective of the
NDC is to support
the integrity of the
industry and to
inspire, educate and
protect the consumer.
We ensure that there
is transparency in
the industry and a
large part of what
we do is to increase
desirability in the
minds of consumers
Diamond baguette circle
necklace, Eriness
where the industry and us both are
very happy with the outcome and the
advertisement that we have released.
Indian families like to invest
in gold, more than in diamond
jewellery as it does not offer
guaranteed returns, can NDC
correct this mindset?
The one-point agenda for us is to
increase the desirability of natural
diamonds in the Indian consumer’s
mind. I think the team has worked
hard to ensure that we have content
across the board and that we showcase
jewellery, which is expensive and
more accessible to the consumer. It’s
really the emotions that are important
and it doesn’t matter if the diamond is
small or large and there is beautiful
design and kaarigari that is available
across all sizes. The objective of the
NDC is to support the integrity of the
industry and to inspire, educate and
protect the consumer. We ensure that
there is transparency in the industry
and a large part of what we do is to
increase desirability in the minds
of consumers. We have launched a
great website in July and at this point
we have around 1.5 million Indian
consumers visiting the website
to read our content. From epic
diamonds to trends and traditions,
we have everything covered on the
website. We will always have an
advertising campaign that will go on
globally and all of this is to increase
the desirability of diamonds, so that
together as an industry, we can grow
further.
62 | November-December 2020 | DiamonD WorlD