Diamond Producers Association: Real is Rare. Real is a Diamond.

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

Campaign details

Brand: Diamond Producers AssociationBrand owner: Diamond Producers AssociationLead agency: BBH, DigitasLBiCountry: IndiaIndustries: Industrial & manufacturingMedia channels: Online video, Social media, Television

Executive summary

After spending years building the narrative of 'Diamonds Are Forever', the Diamond Producers Association (DPA) realised that in today's world people were seeking authenticity in relationships and experiences. The appeal of longevity expressed in 'forever' had dimmed out.

The DPA launched the platform 'Real is Rare. Real is a Diamond.' to infuse more meaning into diamonds by making them a symbol of deeper, authentic...

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