Oct 12, 2016

The GJEPC- De Beers Ek Heera Campaign Launched in Consumer Media

The joint generic promotion campaign by The Gem & Jewellery Export Promotion Council and the De Beers Group of Companies, “Ek Heera Aapke Heere ke Liye” (Only a diamond is worthy of your diamond) was launched in India on October 10th with print ads releasing in Delhi. The ad was launched in the Mumbai papers the next day, October 11th, which was also one of the most auspicious “buying”  --  the Indian festival of Dussehra.

The joint promoters of the campaign have stressed that they wanted to take advantage of the festival season in India which typically sees the largest consumer spending in a period; and create excitement in this propitious time.

The timing of the unveiling of the campaign – the first day of which co-incided with Navmi, or the ninth day of the Durga Puja festival; and the penultimate day of Navratri (also celebrating Durga) – is bound to find much resonance with Indian consumers.

The festival of the goddess Durga celebrates shakti, or woman power. Interestingly, the Indian campaign is built around the concept of valuing the woman and her role in the life of her partner/husband/family. 

The campaign “is about the appreciation of a husband for his wife for the little things that she does which makes his life, a life worth living”, De Beers said in a press release. It elaborated on the theme saying: “The wife is at the core of the commercial and depicts how she is the soul of the household and how everyone’s life is better because of the love care and concern she shows them and how she completes them. It signifies that every woman is the diamond in her husband’s life and is truly deserving of a diamond as appreciation of all the effort she puts in for her family.”

This campaign has been developed and conceptualised by J. Walter Thompson India (JWT, India) and produced and directed by Joydeep Sarkar of Native Films.

Sachin Jain, President, Forevermark commented: “India is one of the top performing markets for diamond consumption in the world. De Beers and GJEPC have worked closely together to create a campaign for Indian audiences this festive season to sustain and further grow diamond equity in the minds of our audience. This campaign will focus on retaining the consumer preference for diamonds while reinforcing consumer confidence and demand for diamond jewellery, in the market.”

The campaign will use a spectrum of media across the  board – from print and TV to new age media. The   print ads are expected  to reach about 30 cities and town. “The campaign will debut on National TV with a 60 second commercial in Hindi and local languages like Tamil, Telugu, Malayalam, Bengali, Gujarati, Marathi and will across entertainment, movies and news channels for a period of 3 months all through the festive season,” De Beers elaborated.

The campaign also has its own website –