Forevermark makes the diamond the 'hero' of its latest spots

Diamonds are forever. And the De Beers Group of Companies communicates this thought quite subtly in its latest campaign for its diamond brand Forevermark. With virtually no human presence in the ad films – just voiceovers – the brand has literally made its product ‘the hero’, listing out to consumers the benefits, emotional and rational, of buying a Forevermark diamond.

The brand campaign titled ‘Credential Campaign’ is conceptualised by J Walter Thompson. The communication is all set to present the company’s credentials to the consumer this festive season. It also addresses the concerns of potential buyers and reassures them that when they purchase a Forevermark diamond, it is always the ‘most beautiful diamond’. The media agency for the campaign is Mindshare and it has been produced and directed by Jaydeep Sarkar of Native Films.

The ‘Credential Campaign’ by Forevermark has been conceptualised to allay the fears, anxieties, concerns and doubts that a consumer may have while making a high value purchase such as diamond jewellery. Extensive research done by the brand shows that while buying a diamond, consumers are looking for constant assurance that they have bought a genuine diamond, especially since their knowledge about diamonds is limited and most of the information gathered is from the retailer. With this campaign, Forevermark validates the consumers’ choice by simply and clearly educating the potential buyer as to why Forevermark is one of the best diamonds to buy.

The Forevermark inscription is a testament to the fact that the brilliance of the diamond you have chosen goes well beyond the standard 4Cs, and has been individually selected against additional rigid criteria to ensure that it is one of the most beautiful diamonds in the world.

Sachin Jain

Talking about the campaign, Sachin Jain, President, Forevermark India, said, “India is one of the top performing markets for diamond jewellery in the world. Despite this, the consumer when buying diamond jewellery is looking for validation of the choice of diamond, whether from family, the retailer, or a third-party certificate. Forevermark provides this validation with the brand promise and the Forevermark inscription. With this campaign, we aim to reinforce consumer confidence and create brand awareness by highlighting the benefits and differentiating factors of Forevermark, thereby creating trust and loyalty for the brand in the minds of our audience.”

Romancing the diamond, each TVC explores different aspects of the Forevermark brand. The first TVC titled ‘Bonus’ carries the voice of a young independent woman who has just bought herself a beautiful pair of Forevermark diamond earrings with her entire bonus. She explains how when her grandmother asks her how she could buy diamonds from any jeweller, she replies saying you can always trust any jeweller who keeps Forevermark.

The second TVC titled ‘Proposal’ highlights a beautiful solitaire ring that a young man has bought to propose his girlfriend. He anticipates the questions his girlfriend will ask him about the four Cs of the diamond he has chosen. In response, he thinks he will simply answer them with a beautiful diamond from Forevermark.

The third TVC ‘Anniversary’ opens with a pair of beautiful diamond bangles on a beautifully set up dinner table. A man celebrating his 10th wedding anniversary wants to show his wife how much he loves and appreciates her with diamond bangles. Expressing his concern, he says, “I know nothing about buying genuine diamonds, so I did the smart thing I turned to the experts.” He closes the box, which he is to present to his wife, that is embossed with the Forevermark logo.

Nandita Chalam, Senior Vice-President and Executive Creative Director, J Walter Thompson, said, “The task of J Walter Thompson's new campaign for Forevermark diamonds was to tell consumers that Forevermark goes beyond the four Cs of cut, carat, colour and clarity to bring them diamonds of exceptional beauty. That is why less than 1 per cent of the world's diamonds are eligible to be Forevermark. Both the TV and print highlight the De Beers legacy, allay consumer fears of not knowing what is a genuine diamond and reassure them on the benefits of buying Forevermark diamonds – all in a simple and beautiful manner."

The Credential Campaign will be extensively amplified through various mediums, including TV, digital, print, outdoor, in-cinema and on-ground activations. The campaign will utilise the national media channels across languages and genres, mainline dailies, magazines, paid search, online display and video audience buying, key digital sponsorships, social media platforms and online television. The campaign will debut on TV with 30-second commercials, to be screened on September, 2017. The TVC will be shared on social and digital with shorter edits. The commercial will be supported by digital and social media elements using the hashtag #trustForevermark.

The TVCs:

Proposal:

Bonus:

Anniversary:

Credits:

Creative Team: Senthil Kumar, Tista Sen, Nandita Chalam, Vijay Solanki, Rohit Joseph, Rutuja Mali

Account Management Team: Sujit Sanyal, Rajdeep Sarkar, Shraddha Ghosh Roy

Planning Team: Shaziya Khan

Films: Firdaus Bohari

Production House: Native Films

Producer and Director: Jaydeep Sarkar

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