The Business Bytes
THEBUSINESSBYTES BUREAU
MUMBAI, MARCH 27, 2025
The International Gemological Institute (IGI), a global leader in diamond certification, has unveiled its groundbreaking ‘Moments Campaign’ — a first-of-its-kind communication initiative aimed at reinforcing the importance of IGI certification when purchasing high-value diamonds. The campaign underscores the deep emotional significance and cherished memories associated with diamonds while emphasizing IGI certification as a mark of their authenticity and value.
The ‘Moments Campaign’ beautifully interlaces the essence of relationships, portraying diamonds as the bonds that connect life’s most treasured occasions. A groom’s gift of a diamond ring signifies a lifetime commitment — “Your promise is IGI certified.” A corporate woman’s diamond necklace stands as a testament to her hard-earned success—”Your ambition is IGI certified.” A son’s heartfelt gift of a diamond bracelet to his father symbolizes love and legacy — “Your legacy is IGI certified.” Through this campaign, diamonds transcend their physical form, becoming powerful symbols of love, achievement, and connection that make life’s moments unforgettable.
Reflecting on the campaign’s vision, Tehmasp Printer, MD and CEO, IGI, remarked, “At IGI, we recognize that diamonds are precious; they represent life’s cherished moments. Through the ‘Moments Campaign,’ we emphasize 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.”
Targeting individuals who are considering or have already invested in diamond jewelry, the campaign aims to educate consumers on the crucial role of IGI certification in safeguarding the authenticity of their treasured possessions. By launching the ‘Moments Campaign,’ IGI reiterates its unwavering commitment to upholding trust and authenticity within the diamond industry, ensuring that every certified diamond carries the assurance of genuine and lasting value.
Sharing insights on the campaign’s creative direction, Anuj Kalra, Senior Creative Director at Ogilvy, stated, “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.”
The digital campaign will be prominently featured across all major social media platforms, including YouTube, Facebook, Instagram, and LinkedIn. Besides, the campaign films will be showcased on the company’s official website, ensuring widespread reach and engagement among diamond enthusiasts and consumers worldwide.
