NDC launches second campaign with Bond girl Ana de Armas, urges the world to ‘Love Life’

The Natural Diamond Council (NDC) has come up with a campaign, called “Love Life”, focusing on the value of precious moments in our lives. A reminder to cherish all those moments and create bonds once again, the campaign, featuring Ana De Armas, tells us to relive the moments that have defined us, but also rise with the new experiences that await us. The campaign tells us to love life and hold on to our relationships while rediscovering a new world. Today, we seek happiness in things that are meaningful and would last forever, just like natural diamonds.

The NDC is promoting a more contemporary approach to the diamond dream, with diamond jewellery being an essential part of meaningful moments, both big and small.

The ‘Love Life’ campaign

The campaign focuses on happy post-pandemic reunions.  It’s been a year full of looming clouds, but now, as the world braves into a new day, the campaign will be a symbol of those times of celebration that await us. The NDC looks to embrace the prevailing sentiment of positivity and optimism as the world opens up, and there is nothing better than eternal, emotion-evoking natural diamonds to mark these moments of joy. The TVC      showcases scintillating designs worn by Ana De Armas that were custom designed by Brooklyn-based jewellery designer Malyia McNaughton. This is the second campaign that NDC fronts Ana De Armas in. The upcoming campaign, will unveil the collection by McNaughton, a participant in the NDC’s Emerging Designers Diamond Initiative with Lorraine Schwartz. The collection has been thoughtfully designed keeping in mind the current jewellery trends and the preferences of the Gen Z audience – be it gender-fluid jewellery or minimal geometric designs.

The NDC promise

Natural diamonds represent everlasting connections. They depict an emotion, a symbol of our culture, and the memories associated with our loved ones. Just like relationships, every natural diamond is unique and one of a kind. Being the strongest substance on earth, natural diamonds have come to be associated with strength and everlasting bonds, personifying the strength of emotions that will last a lifetime, and continue for generations ahead as your diamond gets passed down as the ideal heirloom. Thus, every piece of natural diamond jewellery has a story to tell. It is a confluence of our past, present and future.

“Globally, diamond jewellery sales have seen record breaking growth as we emerge from the pandemic​. ​Consumers are eager to express their love, create new memories and natural diamonds are synonymous with celebrating life’s moments. This desire to ‘Love Life’ is what we are trying to bring alive with this campaign,” said Richa Singh, Managing Director – India & Middle East, Natural Diamond Council. “Behind every campaign we launch is extensive research and an in-depth understanding of the consumer sentiment. In our first year we focused on celebrating moments big or small specially when we all were locked inside our homes. This year with the world coming back to normal gradually, people want to step outside their homes and spend time with their loved ones so we have captured the zest for life in our campaign.  It is an ode to celebrating the role of natural diamonds in creating new memories that await in a post-pandemic world.”

The strategy

The NDC will launch the campaign with a multi-pronged strategy encapsulating TV and digital media in India, and extending to OOH too in the USA and China markets. Over the next 12 months they aim to release more edits of the film, supported by key visuals, focusing on a few different occasions and moments to “Love Life”. ““Like any other brand, we want to keep audiences engaged and interested. And we will release parts of our campaign at critical junctures that will positively impact consumer sentiment, and drive natural diamond sales for the industry,” said Singh.

The target and the consumer

The TVC, and overall campaign that the NDC is releasing will focus on the 22-40 years age group. At the same time, the brand believes that sentiments of positivity, optimism and celebrating moments with loved ones transcend age groups and lifestyles. The expression and manner in which people across ages love life may be varied, but the core emotion is constant, common and will never change.

“Through our global advertising campaign or any other initiative that we invest in, our primary goal is to continue building the natural diamond dream and inspiring consumers. We want to highlight the modernity and timelessness of natural diamonds as the ultimate symbols for celebrating moments like no other. We want our consumers to feel alive, live in the now, and mark the small special joys that life offers. Through this campaign, when we finally get to travel and live in the new normal, we want our consumers to ‘Love Life’,” said Singh.

Courtesy: Retail Jeweller India News