Hollywood actress Ana de Armas is the face of the first ever TVC campaign by industry authority Natural Diamond Council’s (NDC). ‘For Moments Like No Other’ highlights the versatile beauty of natural diamonds.
“I love thinking of diamonds this way, as special emblems of even our small personal moments. They represent joy, warmth and beauty,” Armas said, expressing her love for diamonds.
Earlier known as Diamond Producers Association, NDC aims to become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry.
Richa Singh, Managing Director, NDC, India, said: “It was a challenge to put together the brand and campaign launch when the world is going through such tough times, but it has been a rewarding experience. The campaign fits perfectly as consumers have greater respect for everything natural and want to buy fewer but better things. They are looking for things that last and have a meaning and emotion attached to it. We wish to create desirability for diamonds in the mind of consumers when it comes to celebrating life’s every moment and our campaign featuring Ana De Armas portrays that beautifully. The TVC redefines special moments, celebrating a variety of personal connections with natural diamonds.”
The campaign which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Akrans will have a global presence, running in India, the USA, UK and China.
In India, it will be launched with a digital first strategy on OTT platforms starting September 19 to target the affluent, informed luxury consumer and will release on television on leading premium Hindi and English channels.
The Natural Diamond Council will also distribute campaign materials through its owned channels, including its website, which will feature behind-the-scenes footage as well as comprehensive information about the brands and designers that are seen. For an enhanced connect with the local consumers and retail trade, there will be a section dedicated to similar jewellery designs that are available in India.
The new digital platform will focus on inspiring and educating consumers globally about the values and heritage of natural diamonds as well as promoting their desirability. It has a mix of Indian and international content, and dedicates significant coverage as a trusted educational hub providing all the facts needed when considering diamond jewellery purchase.
Areas of focus will include access to the sustainability and ethical practices of the producers as well as buying guides, all presented in a dynamic and engaging tone.