Monday, November 28, 2022

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Diamond Producers Association rebrands as Natural Diamond Council with a digital campaign starring Ana de Armas

The world’s leading diamond producers, Diamond Producers Association relaunched as Natural Diamond Council (NDC) to promote the desirability of natural diamonds and support the integrity of the natural diamond industry. 

As an industry authority, NDC aims to become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry.

With the repositioning of the brand, NDC is also set to launch its first-ever celebrity-led TVC campaign, ‘For Moments Like No Other’, with the gorgeous Hollywood actress Ana de Armas.

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, however, it has been a rewarding experience.’’

Richa Singh, Managing Director, NDC, India

“The campaign fits perfectly as consumers have greater respect for everything natural and want to buy fewer but better things. 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,’’ she further added.

This new campaign marks a number of firsts for the Natural Diamond Council, in addition to welcoming its first Hollywood headliner.

It is the first celebrity-fronted campaign for a diamond group (brand-agnostic), adding an important contribution to an industry that supports the livelihoods of roughly 10 million people worldwide.

This is also the first campaign dedicated to NDC’s “Only Natural Diamonds” platform and the first marketing initiative to showcase such a diverse roster of jewelry designers that work with natural diamonds in exceptionally modern ways. 

Ana De Armas is a rising Hollywood star. She recently received a Golden Globe nomination for her role in Knives Out and will soon appear in the latest James Bond film No Time to Die.

She shines in the multi-part campaign, which was developed to celebrate the myriad connections that lead to natural diamonds being worn or exchanged.

“I love thinking of diamonds this way, as special emblems of even our small personal moments. They represent joy, warmth and beauty,” said Ana de Armas.

Ana de Armas

In the TVC, Ana is seen in laid-back outdoor settings with friends, with a parent, and with a partner. In this, a fresh, opened-up association continues to be emphasized: diamonds are not solely the purview of romantic interests or formal occasions. They are meant for every type of connection. 

The campaign’s 30-second hero spot airing at the IPL will be complemented by a series of shorter video segments, spotlighting the various relationships portrayed from the clip.

The campaign which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans will have a global presence, running in India, the United States of America, the United Kingdom and China.

In India, it will be launched with a digital-first strategy on OTT platforms starting today to target the affluent, informed luxury consumer and will release on television on leading premium Hindi & 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 and an interview element with Ana, as well as comprehensive information about the brands and designers that are seen.

For an enhanced connection with the local consumers & retail trade, there will be a section dedicated to similar jewelry designs that are available in India.

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