JWT Mumbai’s ‘Diamond Bride’ Ad for De Beers wins Global Award
September 23, 08
The “Diamond Bride,” a TV commercial that was conceptualized and created by JWT’s Mumbai office for De Beers, won the coveted Grand Prix at the Jay Chiat Planning awards, the company said in a statement on Monday.
The commercial sought to introduce the concept of a “diamond bride” to the Indian market, where bridal jewelry has traditionally consisted of plain gold ornaments.
As a result of the campaign diamond jewelry worn at weddings jumped to 65 percent from 8 percent before the campaign while overall growth in the market for diamond jewelry at weddings rose to 30 percent compared with 20 percent growth in the market for diamond jewelry overall.
The ad centers on a bride bedecked in diamond jewelry who departs from tradition in a number of ways, all indicative of her self-expression and independence. For example, she is shown telling her husband “you may now kiss the bride” at the conclusion of the ceremony as the traditional ‘sindoor,’ a vermillion mark applied on the forehead of the bride, transforms into a diamond tiara.
In addition to the bold and creative concept, the campaign also took another innovative step; they approached
The objective of the campaign was based on research conducted by the agency which indicated that a gold bride was perceived by many as being "too decked up, traditional, with a vernacular accent, fearful, obedient and surrounded by uncles, aunts, and squealing cousins, at a hustle-bustle-hotchpotch of a wedding party."
In contrast, the "diamond bride," a phrase first used as a mood board title, was imagined to be "elegant, at a select gathering, an extrovert who speaks her mind, and, above all, casual, cheerful and happy, not nervous at all, even though she is getting married."
Preference for diamonds over gold for wedding jewelry grew rapidly, with 86 percent of future brides saying they would choose diamonds over gold according to a De Beers commissioned study.