Thursday, October 22, 2020

Whomp rides on cricketing fever in India, plans to launch 6 new online games by Q1 of 2021

Aims to acquire 3,00,000 users by end of IPL 2020 While gaming has always been on the mind of...

Latest Posts

Stride Ventures leads $2M Debt round in Sugar Cosmetics

Sugar Cosmetics has witnessed a 6X growth in 2 years, clocking 105 crores revenue in FY20 Stride Ventures has...

Lounge Hospitality launches 4 new Cloud Kitchen brands in Bengaluru

From the creators of Sanchez & Sriracha, the cloud kitchen brands are Hakkachow, Bangalore Pizza Company, Mad Mex and Garam Masala ...

Malabar Gold & Diamonds introduces ‘One India One Gold Rate’ initiative

Malabar Gold & Diamonds today launched ‘One India One Gold Rate’ - an initiative offering uniform gold rate across all states in the country...

SleepyCat adds 5 new products to its sleep solution portfolio

SleepyCat, a Kolkata-based mattress-in-a-box company has always strived to be different since its inception in 2017. After having created their mark in...

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.

Latest Posts

Stride Ventures leads $2M Debt round in Sugar Cosmetics

Sugar Cosmetics has witnessed a 6X growth in 2 years, clocking 105 crores revenue in FY20 Stride Ventures has...

Lounge Hospitality launches 4 new Cloud Kitchen brands in Bengaluru

From the creators of Sanchez & Sriracha, the cloud kitchen brands are Hakkachow, Bangalore Pizza Company, Mad Mex and Garam Masala ...

Malabar Gold & Diamonds introduces ‘One India One Gold Rate’ initiative

Malabar Gold & Diamonds today launched ‘One India One Gold Rate’ - an initiative offering uniform gold rate across all states in the country...

SleepyCat adds 5 new products to its sleep solution portfolio

SleepyCat, a Kolkata-based mattress-in-a-box company has always strived to be different since its inception in 2017. After having created their mark in...

Don't Miss

It’s time to refresh your intimate wear collection. Zivame’s Grand Lingerie Festival is here.

The Grand Lingerie Festival by Zivame concludes on 21st September If 2020 were a movie, it would surely be...

Yahoo Cricket aims to reach new cricket fans with PhonePe partnership

Yahoo Cricket will be available on PhonePe Switch even after the completion of IPL 2020 Yahoo Cricket, a one-stop...

Inbase unveils its new range of Smart Wearables

Inbase has expanded its smartwatch segment by launching two new smart wearables – Urban Lite & Urban Pro. With the launch...

ShopClues announces 4-Day ‘Big Bang Sale’

Deals starting as low as INR99, up to 90% off on Accessories, Electronics, Fashion, Home & Kitchen categories ShopClues.com,...

Are you looking for a camera that creates Instant Pics? Check out Fujifilm India’s new Instax SQUARE SQ1

Two new Instax instant film varieties - Square Rainbow and Square Monochrome accompanies the launch of Instax SQUARE SQ1

Stay in touch

To be updated with all the latest news, offers and special announcements.