Fortofino’s diamond jewellery campaign expands gifting occassions, impresses youth

Diamonds excite anyone and everyone. Natural diamonds have always been an indisputable ruler in Indian jewellery, but have been associated with mainly beauty. Fortofino has put an interesting spin to this thought with their current Instagram campaign.

Promoting their diamond and solitaire ranges from Forevermark, the brand has expanded the scope of gifting jewellery beyond romantic milieu of relationships. One of their campaign creatives promote gifting diamond jewellery on important milestones crossed in life such as that of a convocation. Talking about how a diamond bracelet can fit perfectly on the wrist of a proud graduate holding her mortarboard high and posing for the snaps with a victory sign, the brand is enticing the millennials with a fresh and inviting perspective towards jewellery.

The message conveyed to the market is that of the sheer diversity diamond jewellery can handle, believes brand director Sanjeev Kumar Talla. “India is predominantly a gold-friendly market, but natural diamonds coming from a brand such as Forevermark adds a definite edge to gifting. Rare, natural diamonds go well far beyond wedding purposes. The timelessness with diamonds resonate with Mother’s Day, a convocation or an engagement ceremony differently, yet equally well,” said the retailer.

The campaign has been launched a week ago and is getting decent product inquiries from the young generation. The purpose is to entice the youth to explore the endless beauty of natural diamonds, and with an apt communication strategy, Fortofino has struck the right notes.

Written by Shubham Dasgupta

RJ exclusive