Diamonds by DeBeers: Forevermark

Diamond bride: more happy than married

“More married, than happy"

(New York Times #1 Bestselling author Sarah Ban Breathnach commenting on how many marriages today happen for the wrong reason and to the wrong person, to settle down, without knowing who we are.)

SUMMARY – THE STORY OF THE DIAMOND BRIDE: IMAGINATION TO REALITY

The self-sacrificing, dutiful bride has been the Indian ideal for years. This is a story of how research helped the agency imagine a new kind of bride. For our client, DTC, weddings were the single largest purchase occasion. The agency was entrusted with the job of creating preference for diamond jewelry over gold jewelry at weddings. Instead, with the help of research, we redefined the task as creating a new cultural paradigm for brides. And then created it. A bride who is more happy, than married. Free to be herself and brimming with joy. Diamond brides are happy brides. Gold brides, just dutiful ones.