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DPA’s‘Real is Rare. Real is a Diamond.' campaign celebrates rare moments in a relationship

Conceptualised by BBH India, the campaign shares a deep-rooted thought of love built through rare instances and brings to light real-life examples of such moments

There are moments, unique and rare to each couple, which often go unrecognised in the journey of a relationship. The Diamond Producers Association (DPA)’s second film, part of its integrated marketing campaign ‘Real is Rare’,is inspired by these real stories.

DPA, an international alliance of the world's leading diamond mining companies, made the film titled ‘Sneaking Out’ based on the campaign ‘Real is Rare. Real is a Diamond.’ in India. It is conceptualised and created by BBH India with the intention of celebrating such rare moments among couples with a diamond.


Extensive research conducted by The Diamond Producer’s Association in partnership with BBH showed that couples believe there are moments of bonding, apart from anniversaries and birthdays, which actually form the foundation of their relationship. The campaign has recreated such moments of intimacy that couples can relate to and recognise as milestones.

Sharing her thoughts on the launch, Richa Singh, Managing Director, India, Diamond Producers Association, said, “In India, the ‘Real is Rare. Real is a Diamond.’ campaign shares a deep rooted thought of love built through rare instances in the minds of consumers. There are lot of defining moments that make this journey unique and precious and we wanted diamonds to symbolise the successful transformation of the partnership by making them equals. The second TVC brings to light another real-life example of such a moment.”

Russell Barrett

Commenting on the experience of creating the film, Russell Barrett, Chief Creative Officer and Managing Partner, BBH India, said, “In many cases, especially with arranged marriages, couples first get married and sometime after, actually fall in love. We've tried to recreate an intimate moment in the lives of such a couple. A moment of epiphany when they realise that what they have is special, rare and authentic. No jewellery boxes being whipped out, no jaws dropping, none of the clichés of the category. In its place we wanted to create genuine, honest stories of self- discovery and the role a diamond plays to mark such a relationship.”

The ‘Real is Rare’ platform aims to connect with the younger generation in a personal and emotionally relevant way, while emphasising that diamonds are a symbolic expression of commitment to a relationship. The second TVC is a part of the larger on-going campaign that marked the first-ever category marketing initiative for diamonds globally. The campaign has been launched through an integrated marketing communications mix of TV, cinema, digital, PR, mobile and social media. The DPA will also be engaging with the entire diamond and jewellery community to bring this to life.


The TVC:



Agency: BBH Communications India

Chief Creative Officer & Managing Partner: Russell Barrett

CEO & Managing Partner: Subhash Kamath

Head of Planning: Sanjay Sharma

Creative Director: Sapna Ahluwalia, Yohan Daver

Copywriter: Yohan Daver

Art Director: Sapna Ahluwalia

Strategy Director: Soumitra Patnekar

Strategy Partner: Nidhi Sinha

Business Head: Delon Mascarenhas

Sr. Business Partner: Khadija Attarwala

Business Partner: Shivani Dand

Head of Production: KhvafarVakharia

Production House: Curious Films

Director: Vivek Kakkad

Associate Director: Aarati Kakkad

Director of Photography: Maciek Sobieraj

Producer: Shahzad Bhagwagar

Music Composer: Abhishek Arora

Singer: Shubham Shirule

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