Going beyond the usual jewellery-led visuals and product showcase, a video series featuring these two fictional characters aims to engage consumers through relatable content, humour and narratives. The objective is to build long-term brand affinity and create a community through content
Mumbai: Lab-grown diamond brand True Diamond has launched a new marketing campaign that shifts away from traditional product showcases, instead using story-telling and fictional characters to foster emotional connections with its audience. The video series features ‘Zirak’ and ‘Saoirse’, two characters developed by the brand’s in-house creative team, and forms part of a long-term strategy aimed at enhancing customer engagement and brand affinity over time, rather than driving immediate sales.
Rather than promoting products directly, the series uses relatable themes, humour and character-driven narratives to connect with viewers. The choice to move away from conventional advertising formats reflects the brand’s view that today’s consumers value meaningful engagement with the brands they follow.
Sharing the thought process behind the campaign, Darayus Mehta, Co-Founder, True Diamond, said, “The inspiration came from observing how content is consumed online. The idea was to go beyond jewellery-led visuals and create stories that reflect the everyday lives and emotions of our audience.”
Though the characters are fictional, the intention is to make them familiar to audiences through ongoing episodes. With three episodes already released, True Diamond plans to roll out up to 30 over the course of the year, potentially extending the series based on viewer response.
Notably, Mehta himself features in the campaign. Despite having no prior on-camera experience, his involvement was encouraged by the creative team to bring a sense of consistency and authenticity to the content. His presence also helps humanize the brand and strengthen the connection with viewers.
While True Diamond is known for its lab-grown diamonds, the campaign does not focus on educating audiences about the differences between lab-grown and mined diamonds. Instead, it aims to highlight the brand’s creative vision and design innovation. Only one episode touches on the ethical diamond discussion, keeping the overall tone light, engaging and story-focused.
“We are not chasing quick wins with this. The aim is to build long-term brand affinity and create a community that connects with our content,” Mehta said.
The early response has been encouraging, with audiences asking when new episodes will be released. As the series progresses, True Diamond hopes to deepen its emotional connection with customers and build lasting brand recognition.
Founded in 2024, True Diamond is a lab-grown diamond jewellery brand that operates primarily online, with its head office and an experience boutique based in Mumbai. The company specializes in custom-made jewellery and offers a digital-first customer experience.
Written by Achal Chaubey
Retail Jeweller India Exclusive
