Forevermark makes a point with its ‘Credential Campaign’

21 Sep,2017

By A Correspondent


Forevermark has announced the launch of its ‘Credential Campaign’ that lists out to consumers, the benefits of buying a Forevermark diamond. The campaign also addresses the concerns of potential buyers and reassures them, that when they purchase a Forevermark diamond it is always the most beautiful diamond.


The campaign has been developed and conceptualised by J Walter Thompson and the media agency for the campaign is Mindshare. It has been produced and directed by Jaydeep Sarkar of Native Films.


Talking about the campaign, Sachin Jain, President, Forevermark India said: “India is one of the top performing markets for diamond jewellery in the world. Despite this, the consumer when buying diamond jewellery is looking for validation of the choice of diamond, whether from family, the retailer, or a third-party certificate. Forevermark provides this validation, with the brand promise and the Forevermark inscription. With this campaign, we aim to reinforce consumer confidence and create brand awareness by highlighting the benefits and differentiating factors of Forevermark, thereby creating trust and loyalty for the brand in the minds of our audience.”


Said Nandita Chalam, Senior Vice President & Executive Creative Director at JWT: The task of J Walter Thompson’s new campaign for Forevermark diamonds was to tell consumers that Forevermark goes beyond the 4 Cs of cut, carat, colour and clarity – to bring them diamonds of exceptional beauty. That is why less than 1 per cent of the world’s diamonds are eligible to be Forevermark. Both the TV and print highlight the De Beers legacy, allay consumer fears of not knowing what is a genuine diamond and reassure them on the benefits of buying Forevermark diamonds – all in a simple and beautiful manner.”



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