Forevermark – Diamond Bride
Shaziya Khan – JWT Mumbai
Changing the traditions around Indian weddings is a big, brave strategy. JWT Mumbai leveraged the desire for individualism and modernity that is growing amongst the emerging middle class in India and identified weddings as the critical time that a woman begins to build her lifetime's collection of jewellery. Hence, a diamond wedding set would gain immediate sales but would also ensure that those brides add to their collection over time. This campaign introduced the idea of the modern Diamond Bride, as distinct from eyes downcast, dutiful, gold brides. When...