Forevermark launches new campaign for its ‘Tribute Collection’


In today’s world where change is inevitable, diamonds hold meaning and purpose. Reflecting the current consumer sentiment, Forevermark, the diamond brand from The De Beers Group, launched a new campaign for its Tribute™ Collection comprising 22 stackable rings that let women celebrate their timelessness, unique individuality, multifaceted nature, successes and achievements in their own distinct style.

The campaign drives home the message that ‘Seasons Change. A Diamond is Forever’. The campaign is created by renowned global teams that include the Forevermark Design and Innovation Centre in Milan, G.A.S and Keko.

Popular film star Shreya Chaudhary, features in the campaign. She characterizes a modern, confident working woman who has fearlessly taken on change and adapted wonderfully to her new working environment. She is wearing the rings from the Tribute™ Collection but stacks one more ring on her finger just before getting into an official online video call with her team to celebrate this new milestone in her life.\

The film alludes to the changes that the current times have brought in everyone’s lives and how this timeless, professional Indian woman doesn’t let anything come in her way to move ahead with the times. She prides her latest achievement by stacking a new Tribute ring on her finger.

image-Sachin-Jain-Managing-Director-De-beers-India-MediaBrief.jpgSachin Jain, Managing Director, De Beers – India, said, “In times of uncertainty, consumers are looking for things that hold meaning and value with the sense of permanence.

“Diamonds present this inherent quality and with self-gifting gaining prominence, this campaign reaches out to women who see diamonds as tokens or mementos of relationships, personal achievements and lasting values.

“The Tribute™ Collection campaign celebrates each woman’s unique story. The stackable rings are symbols of every success or milestone she’s fearlessly covered. For us, this is a hardworking campaign where we are maximizing every penny that we are putting into the media to get the best possible ROI,” Jain said

The campaign has a 360-degree media focus that will include digital and conventional mediums. Digitally, the brand will focus on ad spots on OTT video platforms, social media, display, search and video platforms as well as influencer collaborations.

The conventional media platforms include television, radio ads across major FM channels and print nationally. The campaign will further be supplemented by OOH ads in vantage points across all major cities pan India.

Made for those with a style that is truly timeless and designed to be worn either separately or in a striking stacked formation, each ring from the Tribute Collection is available in white, yellow or rose gold, giving her multiple options to flaunt her qualities, successes and achievements on her fingers. Each piece in the collection features a selection of beautiful, rare and responsibly sourced Forevermark diamonds that enhance any day, occasion, or outfit.

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