The campaign, featuring Shubman Gill, Rahul Tewatia and Washington Sundar of IPL’s Gujarat Titans, questions ‘self-certification’, and roots for credibility at the point of purchase
Mumbai: The International Gemological Institute (IGI) has rolled out a new advertising campaign featuring cricketers Shubman Gill, Rahul Tewatia and Washington Sundar, using the language of cricket to simplify a key consumer concern – diamond certification. The campaign aligns with IGI’s association with the Gujarat Titans in the Indian Premier League (IPL), extending its message to a wider audience through the popular tournament.
At the centre of the campaign is a retail scenario where a customer enquires about a diamond’s certification. The exchange takes a turn when the store representative mentions ‘self-certification’, prompting a comparison to cricket where ‘the player and the umpire are the same’. This analogy forms the core of the narrative, making the issue of credibility easy to understand. The customer’s decision to reject the purchase reinforces the campaign’s message that verification must come from an independent authority.
The ad moves from this moment to a direct call to action: consumers should not settle for a generic assurance of certification but specifically ask if a diamond is IGI-certified. The line “Certificate hai kaafi nahi hota, IGI certificate hai hona chahiye”, anchors the campaign, shifting the conversation from the presence of a certificate to the credibility behind it. By doing so, IGI positions its certification as a standard for trust and transparency.
This approach reflects a broader shift in how diamond purchase authenticity is being communicated to consumers. With increasing access to information, buyers are paying closer attention to third-party validation. The campaign addresses this shift by focusing on decision-making at the point of sale, where clarity often determines conversion. By simplifying technical concepts into relatable comparisons, IGI reduces friction in consumer understanding and builds recall.
The partnership with Gujarat Titans further strengthens this positioning. By integrating its message within a high-visibility sporting platform, IGI connects with younger and first-time buyers who may be entering the diamond category. The use of recognizable players ensures that the campaign remains relatable while maintaining focus on its core message.
The International Gemological Institute (IGI) is a global authority in diamond, coloured stone and jewellery certification and accreditation. Backed by Blackstone, IGI operates 35 laboratories and 21 Schools of Gemology across 10 countries, supporting the industry amid rapid transformation for over 50 years.
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