September 19, 2020: World’s leading diamond producers, Natural Diamond Council, have roped in Hollywood star Ana de Armas for their new campaign to promote natural diamonds and support the integrity of the diamonds industry. The company, previously known as Diamond Producers Association, relaunched as the Natural Diamond Council (NDC) in June 2020.
This global level campaign marks a number of firsts for the Natural Diamond Council. Apart from being the first ever celebrity-led campaign for a diamond group, it is also the first campaign dedicated to NDC’s “Only Natural Diamonds” platform, and the first marketing initiative to showcase a diverse roster of jewellery designers that work with natural diamonds in contemporary ways.
Ms. de Armas, a celebrated Hollywood star, is a Golden Globe nominee and will be seen in the latest James Bond movie ‘No Time To Die’. She is at the center of this multi-part campaign, which celebrates the myriad connections that lead to natural diamonds being worn or exchanged. Ms. de Armas reflects poise, modernity in her elegant and easy-going demeanor as the 30-second video shows the actress in diverse settings with friends, with a parent, and with a partner, emphasising the notion that diamonds are not solely the purview of romantic interests or formal occasions, but are meant for every type of connection. This ad will be complemented by a series of shorter video segments, spotlighting the various relationships portrayed in the clip.
“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.”
Richa Singh, Managing Director, NDC, India, commented, “The campaign fits perfectly as consumers have greater respect for everything natural and want to buy fewer but better things. They are looking for things that last and have a meaning and emotion attached to it. We wish to create desirability for diamonds in the mind of consumers when it comes to celebrating life’s every moment and our campaign featuring Ana De Armas portrays that beautifully. The TVC redefines special moments, celebrating a variety of personal connections with natural diamonds.’’
Lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans, the global marketing campaign will run in India, the United States of America, United Kingdom and China. The campaign materials will be distributed through NDC’s website as well, which will feature behind-the-scenes footage and an interview with Ms. de Armas. It will also have comprehensive information about the brands and designers that are seen. For an enhanced connect with the local consumers and retail trade, there will be a section dedicated to similar jewellery designs that are available in India.
