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Indian Ad Campaigns Target Millennial Women
Sep 26, 2018 7:38 AM
By Rapaport News
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RAPAPORT... India’s diamond industry is ramping up its marketing campaigns
before the Diwali holiday by appealing to young, independent female consumers.
Forevermark, De Beers’ diamond jewelry brand, has launched “The
Better Half Within,” a range of digital, social-media, radio and in-store ads
that show the “poised, powerful and self-determined personality of the woman of
today,” the company explained. The campaign focuses on the new age of Indian women who are financially
independent, employed and self-purchasing, drawing a connection between their
achievements and a half-carat diamond.
“Most women these days are breaking clichés by buying
diamonds for themselves,” Forevermark India president Sachin Jain said.
A similar campaign Platinum Guild International (PGI) has
released also appeals to the millennial woman. Its “Daughters of Today” ads
will feature on social-media outlets, including YouTube, Facebook and
Instagram, and highlight a new, secure and more confident woman who redefines
the traditional female role.
The Gem & Jewellery Export Promotion Council (GJEPC)
also includes women and young girls in its campaign, yet its main goal differs.
Its “One Single Family” campaign aims to highlight the industry’s human side in an effort to reestablish
confidence after what it calls “recent fallout.”
The industry contributes 7% of the nation’s GDP and generates
over 5 million jobs, according to the GJEPC.
Image: Forevermark diamond ring.
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Tags:
Daughters of Today, De Beers, Diwali, Forevermark, Gem & Jewellery Export Promotion Council, GJEPC, One Single Family, PGI, Platinum Guild International, Rapaport News, Sachin Jain, The Better Half Within
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