Forevermark, the diamond brand from De Beers, has launched its first India specific advertising campaign – this one featuring Capricci, The Nose Pin Collection. Developed and conceptualised by J. Walter Thompson India (JWT, India) and produced and directed by Prashant Issar Sippy of Tubelight Films, the campaign will be released across print, electronic and a variety of digital media, Forevermark said in a release.

Centred around the idea of ‘Wear What You Feel’, the campaign focuses on the versatile personality of the Indian woman and showcases her many avatars and the many facets and emotions of her life.

These are embodied in the versatility of the Capricci (meaning mood in Italian) collection which includes one classic Forevermark diamond nose pin, seven exclusive nose pin jackets for everyday of the week, two Forevermark diamond stud earrings and one charm bracelet. The jackets can be interchanged and worn as different nose pins. Alternatively, the jackets can also be attached as charms to the bracelet.

It may be recalled that the Capricci collection took shape based on the Diamond Acquisition Study, a consumer research project for Forevermark, which showed that the nose pin is the second most widely purchased jewellery item in India next only to finger rings. The collection is a reinterpretation of this traditional piece of jewellery bringing modern concepts to the way it is worn as an adornment.

In the campaign, the diamond at the core represents the beauty & inner strength of women while the different jacket shapes reflect the various moods and sentiments she experiences. The TVC starts with her dressing up in front of the mirror ready to face the world, then putting in a hard day’s work as the dedicated corporate profesional; the loving girlfriend, spending time with the boyfriend on facetime; the shy girl who blushes when caught in conversation with her guy, the free spirited compassionate girl that enjoys spending her time taking children for a drive in her car.

Talking about the campaign, Sachin Jain, President, Forevermark commented, “We at Forevermark are proud to launch our first ever India based campaign. It showcases different facets of a contemporary Indian woman through simple day to day situations that are significant to her and bring meaning to those around her. “

Tista Sen, National Creative Director, JWT, India added, “Our objective was to bring out the versatility of the product, which includes a nose pin stud with seven inter-changeable jackets, a charm bracelet and stud earrings. A collection that will connect with today’s young women as much as the sequences we’ve used our protagonist in.”