International Gemological Institute (IGI), a diamond certification company, has unveiled Moments Campaign, a category-first communication to reinforce the importance of obtaining the IGI certification while making a high value diamond purchase. This initiative underscores the profound emotions and cherished memories symbolised by diamonds while emphasising the importance of IGI certification.
The campaign weaves a tapestry of relationships, where diamonds are the threads connecting life’s most precious moments. A groom’s gift of a diamond ring symbolises a promise of forever – “Your promise is IGI certified.” A corporate woman’s diamond necklace reflects her hard-earned success – “Your ambition is IGI certified.” A son’s gift of a diamond bracelet to his father honors love and legacy – “Your legacy is IGI certified.”
This campaign is directed towards individuals who are considering or have already purchased diamond jewellery. The initiative seeks to educate consumers on the necessity of obtaining IGI certification to ensure the authenticity of their significant moments. The digital campaign will be released on all the social media platforms including YouTube, Facebook, Instagram and LinkedIn. The company website will also air the campaign films.
Link to the ad campaign:
Reflecting on the campaign storyboard, Tehmasp Printer, MD and CEO, IGI, stated, “At IGI, we recognise that diamonds are precious; they represent life’s cherished moments. Through the Moments Campaign, we emphasise the significance of these occasions and assure consumers that IGI certification guarantees authenticity and honours the memories they hold. Our goal is to provide trust and confidence, ensuring every certified diamond reflects the depth of the moments it commemorates.”
Anuj Kalra, Senior Creative Director, Ogilvy, said, “Diamond campaigns often come with their own clichéd shine. From the outset, our goal wasn’t just to create a standout campaign—it was to ensure that the idea of diamond certification shone even brighter, turning certification into a story as brilliant as the diamonds it validates.”
