IPA Effectiveness Awards 2010: Bronze Award - Forevermark

Title: Diamond Bride

Client: Forevermark Diamonds Private

Entrant: JWT Mumbai

Author: Shaziya Khan, JWT Mumbai

Credited company - Creative agency: JWT Mumbai

Media used: Direct marketing, magazines, PR, TV


The Diamond Bride campaign successfully created a preference for being a Diamond bride over the dutiful gold brides, generating a payback of 1.42 and forming a platform for the business for the next ten years.


This campaign from India inspired the ideal of being a Diamond Bride, as distinct from eyes-downcast, dutiful, gold brides.

The goal of the campaign was to create a preference for diamond jewellery at weddings. When the campaign ran its course, it was found that 73 per cent of brides were willing to replace gold with diamonds for their wedding jewellery. And 95 per cent of brides vouched for the sentiment: "This is a vision of the bride I want to be." It has already created a payback of 1.42 but, much more than that, it has created a platform for the business for the next ten years.


This case displayed impressive insight and understanding of Indian values, and used this to produce a commercial campaign that caused a clear shift in the diamond jewellery market.

John Petter, managing director, BT Retail Consumer.