Wavemaker helps Natural Diamond Council integrate 6 jewellery brands in 'Made In Heaven'

When you think of lavish Indian weddings, you think of families and food, larger-than-life brouhahas, stunning diamonds and of course wedding planners.

Most recently, Wavemaker India brought together Natural Diamond Council with a wedding-centric show on Amazon Prime Video, it was truly a match Made In Heaven.

This partnership sees jewellery brands adorned by renowned celebrities who are starring in the highly anticipated second season of the International Emmy-nominated series - Made in Heaven.

Produced by Ritesh Sidhwani and Farhan Akhtar (Excel Media & Entertainment), Zoya Akhtar and Reema Kagti (Tiger Baby), Made In Heaven Season 2 is directed by Zoya Akhtar, Reema Kagti, Alankrita Shrivastava, Nitya Mehra and Neeraj Ghaywan.

The 7-episode series is now out on Amazon Prime Video exclusively.

Natural diamond jewellery is integral to weddings – be it the sparkling solitaire from your engagement ring, the elegant glimmer of your mangalsutra or the dazzling diamonds donned by the bride on her most special day.

The association designed by Wavemaker and GroupM ESP aims to showcase the versatility of natural diamond jewellery amidst opulent, contemporary Indian weddings.

Through this collaboration, Natural Diamond Council provided a platform for six jewellery brands - Khanna Jewellers, Anmol Jewellers, Jaipur Gems, Khurana Jewellers, Om Jewellers and Gaurav Gupta Occasions Jewellery to be a part of the web series.

The series centres around the journey of two wedding planners as they navigate through the challenges of their jobs and personal lives together, against a backdrop of lavish weddings, complex relationships and the pursuit of happiness.  

Richa Singh, Managing Director, Natural Diamond Council, said, “At Natural Diamond Council, we are always on the look-out for innovative methods of showcasing how integral the wonders of nature are to every key moment of our lives; and what is more precious or memorable than a wedding? It made perfect sense to collaborate with a series like Made In Heaven Season 2, and give our consumers a glimpse of how easily their diamonds can help them shine on their special day. I am very happy to have on board a partner like Wavemaker who is able to contribute with out-of-the-box ideas and support our endeavour to build the natural diamond dream.”

Shekhar Banerjee, Chief Client Officer and office Head- North, West & East, Wavemaker India, said, “Despite the cultural shifts we have witnessed across consumer patterns, diamond jewellery still holds an extremely significant status in our Indian weddings and it will continue to do so. Made in Heaven beautifully portrays the nuanced narrative of traditional Indian weddings set against modern aspirations and belief systems. At Wavemaker, we study the brand’s culture and craft the partnership to match its audience. Thus, creating a perfect platform for the brand and the viewers. We believe, through this partnership, it’s a truly match made in heaven!”

Vishal Ramchandani, CEO of Excel Entertainment, said, “Teaming up with Natural Diamond Council for Made in Heaven 2 was quite the perfect match. Their collection added a new dimension to the show, capturing the essence of each occasion in its most radiant form. The collaboration truly transformed moments into memories, making the series an unforgettable visual delight.”

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