NDC’s new global campaign starring Ana de Armas

The world’s leading diamond producers, Diamond Producers Association relaunched as the Natural Diamond Council (NDC) to promote the desirability of natural diamonds and support the integrity of the natural diamond industry.  As an industry authority, the NDC aims to become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry. With the repositioning of the brand, NDC is also set to launch their first ever celebrity-led TVC campaign, ‘For Moments Like No Other’, with the gorgeous Hollywood actress Ana de Armas.

 This new campaign marks a number of firsts for the Natural Diamond Council, in addition to welcoming its first Hollywood headliner. It is the first celebrity-fronted campaign for a diamond group (brand agnostic), adding an important contribution to an industry that supports the livelihoods of roughly 10 million people worldwide. This is also the first campaign dedicated to NDC’s “Only Natural Diamonds” platform, and the first marketing initiative to showcase such a diverse roster of Jewellery designers that work with natural diamonds in exceptionally modern ways. The campaign’s 30-second hero spot airing at the - IPL will be complemented by a series of shorter video segments, spotlighting the various relationships portrayed from the clip. 

Ana De Armas is a rising Hollywood star. She recently received a Golden Globe nomination for her role in Knives Out and will soon appear in the latest James Bond film No Time to Die. She shines in the multi-part campaign, which was developed to celebrate the myriad connections that lead to natural diamonds being worn or exchanged. “I love thinking of diamonds this way, as special emblems of even our small personal moments,” said Ms. de Armas. “They represent joy, warmth and beauty.” 

The new digital platform’s focus is on inspiring and educating consumers globally about the values and heritage of natural diamonds as well as promoting their desirability. The ‘Only Natural Diamonds’ website has a mix of Indian and international content, and dedicates significant coverage as a trusted educational hub providing all the facts needed when considering diamond Jewellery purchase. Areas of focus will include access to the sustainability and ethical practices of the producers as well as buying guides, all presented in a dynamic and engaging tone. The website offers insightful coverage under six key pillars connecting the natural diamond world - ‘Epic Diamonds’, ‘Hollywood & Pop Culture’, ‘Love & Diamonds,’ ‘Style & Innovation,’ ‘Diamonds 101’ and ‘Inside the Diamond World.’ 

 Richa Singh, Managing Director, India, Natural Diamond Council, says, “This year has been difficult for us and consumers are unable to interact with their loved ones to the extent that they would like to, they are looking for ways to express their love and affection. Also, their respect for the environment and all things natural is growing. They want to buy few but better things, things that hold emotional value & can be passed on generations. The TVC redefines traditional diamond moments while cherishing connections with your partner, family and self. It’s a celebration of meaningful moments large or small and a more contemporary approach to the diamond dream’’

 “I love thinking of diamonds this way, as special emblems of even the small personal moments in our lives,” says Ms. Ana de Armas. “They represent joy and warmth and beauty.”

 The campaign which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans will have a global presence, running in India, the United States of America, United Kingdom and China. In India, it will be launched with a digital first strategy on OTT platforms starting 19th September to target the affluent, informed luxury consumer and will release on television on leading premium Hindi & English channels. The Natural Diamond Council will also distribute campaign materials through its owned channels, including its website, which will feature behind-the-scenes footage and an interview element with Ms. de Armas, as well as comprehensive information about the brands and designers that are seen. For an enhanced connect with the local consumers & retail trade, there will be a section dedicated to similar jewellery designs that are available in India.  


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