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DPA latest campaign is celebrating the rare moments among the couples

The Diamond Producers Association (DPA), an international alliance of the world's leading diamond mining companies, launched their second film as a part of their integrated marketing campaign ‘Real is Rare. Real is a Diamond’ in India. The film titled ‘Sneaking Out’ is conceptualized and created by BBH India, with the intention of celebrating the rare moments among couples with a diamond. 

Extensive research conducted by The Diamond Producer’s Association in partnership with BBH highlighted, that couples believe there are moments of bonding (apart from anniversaries and birthdays) which actually form the foundation of their relationship. However, these moments, unique and rare to each couple, go unrecognized in the journey of a relationship. Inspired by these real stories, the campaign has recreated such moments of intimacy which 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 symbolize the successful transformation of the partnership by making them equals. The second TVC brings to light another real life example of such a moment.”

Commenting on the experience of creating the campaign film, Russell Barrett, Chief Creative Officer & 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 emphasizing that diamonds are a symbolic expression of commitment to a relationship. The second TVC is a part of the larger ongoing 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.

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