DPA Taps Bartle Bogle Hegarty for India Ads

Mar 20, 2017 1:28 PM By Joshua Freedman

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RAPAPORT... The Diamond Producers Association (DPA) has appointed Bartle Bogle Hegarty as its creative agency in India, as the organization plans to roll out the “Real Is Rare” campaign in the sub-continent in September, reported Jean Marc Lieberherr, the DPA’s chief executive officer.

The launch will be the DPA’s first venture outside the United States. It’s also planning to launch in China in 2018, Lieberherr said on Monday at the “Mines to Market” conference in Mumbai.

“Real Is Rare” has enjoyed significant success from its first two video commercials, which aired during September and October last year. Lieberherr reported 220 million views of the paid advertisements, and the videos were watched more than four million times on YouTube. The separate docu-film “Why Real Is Rare” garnered more than 444 million “earned impressions,” or views on social media and other platforms, while a 15-second clip during the ABC television coverage of the Oscars reached 22 million viewers.

“‘Real Is Rare’ is not our platform; it’s an industry platform that we manage, but in the future, everyone can build on it in the same way that the industry built on ‘A Diamond Is Forever’ for years,” Lieberherr said.

“The younger generation is interested in diamonds, it’s just not interested in the way we’ve been talking about diamonds,” he added, suggesting that needed to change.

Meanwhile, the DPA is seeking to raise its budget for 2017, which will be funded by its seven member mining companies, predominantly De Beers and ALROSA.

Lieberherr said he expects ongoing support from ALROSA following last week’s appointment of Sergey Ivanov as the miner’s new CEO. Lieberherr said he was planning to speak to Ivanov to explain the concept of the DPA, and added that ALROSA had confirmed its contribution to the DPA in its own budget.

Tags: A Diamond is Forever, Alrosa, Bartle Bogle Hegarty, De Beers, Diamond Producers Association, diamonds, Jean-Marc Lieberherr, Joshua Freedman, Rare is a Diamond, Real is Rare