Published
Dec 31, 2019
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Diamond Producers Association launches natural diamond campaign in India

Published
Dec 31, 2019

The Diamond Producers Association has released its natural diamond promotional film, 'The Diamond Journey', in India, as the organisation aims to revive demand for natural diamonds in the country.

The Diamond Producers Association has brought its natural diamond campaign to India - Diamond Producers Association- Facebook

 
The DPA has tailored its natural diamond promotional and the film to the Indian market, as it shifts its focus to the country, the Gem and Jewellery Export Promotion Council announced on its website. The film is part of the DPA’s 'Real is Rare, Real is a Diamond' campaign and tells the story of how a diamond is formed, playing on themes of love and romance. 
 
The film was created in partnership with creative agency, BBH London, and was directed by Ian Pons Jewell, with music by Atticus Ross. According to the DPA, the film is, “an unprecedented, cinematic telling of the natural diamond story. From genesis to finished jewellery, the remarkable journey of a diamond plays out across time and space… powerfully tying diamonds to our most intimate moments and life events.”

“We hope that this film will be shared far and wide by our trade partners, as we all work together to build consumer confidence in natural diamonds, and rejuvenate the industry,” said the DPA India’s managing director Richa Singh, according to the GJEPC
 
The campaign has been released across social media channels in India including Youtube and Instagram. With the rise of synthetic diamonds both in India and internationally, the campaign aims to highlight the unique qualities of natural diamonds to consumers.

India’s diamond cutting industry is currently experiencing a slowdown and unemployment in diamond hub Surat has risen significantly. The DPA’s campaign hopes to counter this trend.

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