International Gemological Institute (IGI), a global leader in diamond certification, has launched the 'Moments Campaign'. This pioneering initiative aims to reinforce the importance of obtaining IGI certification when purchasing high-value diamonds. The campaign highlights not only the profound emotional significance of diamonds but also the assurance provided by IGI certification, ensuring their authenticity and lasting value.
The campaign weaves a heartfelt narrative of relationships, with diamonds symbolising life's most treasured moments. From a groom’s gift of a diamond ring that represents a promise of forever – "Your promise is IGI certified" – to a corporate woman’s diamond necklace reflecting her hard-earned success – "Your ambition is IGI certified" – and a son’s gift of a diamond bracelet to his father, honouring love and legacy – "Your legacy is IGI certified" – diamonds transcend their form to become enduring symbols of love, achievement, and connection.
Reflecting on the campaign storyboard, Mr. 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."
Targeted at individuals considering or already purchasing diamond jewellery, the campaign seeks to educate consumers on the importance of obtaining IGI certification to ensure the authenticity of their significant moments. Through the 'Moments Campaign,' IGI reinforces its commitment to upholding trust and authenticity in the diamond industry, ensuring that every certified diamond carries with it the assurance of genuine and lasting value.
Mr. Anuj Kalra, Senior Creative Director at Ogilvy, commented: “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 released across all social media platforms, including YouTube, Facebook, Instagram, and LinkedIn. The company’s website will also air the campaign films.
