International Gemological Institute (IGI) launched three new digital films in partnership with the Gujarat Titans, highlighting the lack of independent verification and urging consumers to question the practice of self-certification in diamond purchases.
The campaign, ‘Heere Ki Asli Pehchaan’, draws a direct parallel between the two worlds. While cricket relies on independent third-party decisions, diamond purchases are still largely driven by subjective trust, even when objective verification is available.
The films, featuring Shubman Gill, Rahul Tewatia, and Washington Sundar, play out across familiar situations, from marriage proposals to self-certification of diamonds and visits to family jewellers. Each scenario returns to the same pivotal question: “Who has certified the diamond?”
To maximize reach across diverse markets, IGI is scaling the ‘Heere Ki Asli Pehchaan’ campaign through a digital-first approach on YouTube and Instagram, driving nationwide awareness and deeper consumer engagement.
Tehmasp Printer, Global CEO, IGI, said, “Every conscious buyer needs to question certification. Certification exists, but it is not always demanded. If more consumers start asking who has certified a diamond, it changes the nature of the purchase.”
As transparency becomes increasingly important across all sectors, diamond certification is shifting from a back-end industry practice to a front-end consumer expectation.
