Forevermark, the diamond brand from the De Beers Group, has launched its latest consumer campaign, #TrustForevermark, in India, aiming to help prospective buyers allay their doubts, fears and questions that arise when buying diamonds, according to a Forevermark press release. Forevermark is rolling out a multi-media campaign including events, PR, digital, print, television, radio, outdoor and social media content. The #TrustForevermark campaign the brand's largest yet in India and will be rolled out nationally over the next three months targeting nine Tier I and 41 Tier II cities.
The campaign - as the hashtag implies - intends to highlight the trustworthiness of the brand, addressing the apprehensions consumers face when purchasing a diamond. The campaign was formulated after extensive research conducted by the brand through agency Greycells, which showed that when buying a diamond, consumers are looking for reassurance that they have indeed bought a genuine and natural diamond. The diamond “Question mark” seen across the campaign is intended to encapsulate consumer's concerns and lead to Forevermark as the final destination to put at rest their diamond-buying anxieties.
“A diamond is an emotional purchase to mark a special occasion, however, there are so many anxieties attached to the purchase, that consumers often lose out on the experience. As Forevermark, we want our customer to embrace the festivity behind the purchase and not worry about the genuineness of the product. Through the #TrustForevermark campaign, we aim to reassure the consumer about the assurance the brand provides, being among the world’s most beautiful, natural, rare and responsibly sourced diamonds.,” said Sachin Jain, President, Forevermark India, while speaking about the campaign.
The print campaign, created by the London-based creative agency Hatched, highlights a uniquely designed question mark, which follows the journey of a diamond from rough to polished, then into beautiful jewelry and finally a Forevermark box at the end of the question mark representing the answer to all queries on diamonds. This pathway of diamonds in the question mark also signifies the journey of responsible sourcing where particular care has been taken to ensure the integrity of each Forevermark diamond. It reasserts Forevermark's claim that fewer than 1% of the world’s diamonds are eligible to become a Forevermark diamond with a unique inscription number, so consumers can trust that they are buying a genuine and ethical diamond. Forevermark is the only diamond brand in India that provides an inscription card with each diamond corresponding to the unique inscription number on the table, which validates the purchase, the company says. A further assurance is provided with the Forevermark Grading Certificate.