The APG Creative Strategy Awards Shortlist 2009: Forevermark

Planned by: Shaziya Khan
Agency: JWT, Mumbai
Brand: Forevermark
Campaign: Diamond brides


This paper from JWT Mumbai received universal acclaim. The agency's task was to help its client, Forevermark, sell more diamond wedding jewellery and break the hegemony of gold. This wasn't just a business challenge, it was a cultural challenge.

The strategy was to reframe the role of the Indian bride. Research helped JWT get at the values that lay beyond the perceptions of gold and diamonds. "Gold brides" were conservative and dutiful. By contrast, "diamond brides" reflected an emerging, more aspirational archetype: self-assured and confident.

JWT created the "diamond bride" for real to give young Indian women a new image. And here's the brilliant bit. Knowing that brides won't wear diamonds unless they have the outfit to match, JWT briefed India's three leading designers to create a look based around diamonds. Their designs formed the basis of a fashion-led advertising and PR campaign.

This paper is a lesson in the power of creating cultural capital. A campaign that started out to promote diamond wedding jewellery is now a touchstone for a new generation of self-confident Indian brides.