Makani Creatives has conceptualised a new campaign for lab-grown diamond jewellery brand Limelight, featuring actor Shilpa Shetty Kundra and introducing the character ‘Miss Clarity’. Using humour and cultural insights, the campaign aims to challenge long-held assumptions around diamonds and the expectations associated with buying, wearing and gifting them.
At the centre of the campaign is the insight that misconceptions around lab-grown diamonds can create hesitation among potential buyers. Instead of relying on conventional product-led communication, the campaign introduces Miss Clarity, played by Diljot Kaur Chhabra, as a diamond expert who addresses these concerns and encourages consumers to reconsider what matters when making a purchase.
Through a series of films and social assets, Miss Clarity challenges familiar ideas around the cost of a proposal, diamond size and expectations surrounding wedding gifts. Shilpa Shetty Kundra brings a recognisable cultural perspective to these conversations, while Miss Clarity’s wit and directness give the campaign an unconventional edge.
The campaign spans digital, outdoor and other media touchpoints. Its outdoor rollout includes more than 80 hoardings in Mumbai and over 500 hoardings across 45 other Indian cities. The wider campaign includes digital films, lookbooks, social media assets and on-ground activations in select markets.
The work comprises three digital video commercials, three lookbooks, Miss Clarity social assets, behind-the-scenes content and digital bytes.
“Jewellery is a category with deeply established codes, and we felt there was an opportunity to approach it from a more contemporary, conversational point of view. Instead of simply explaining lab-grown diamonds, we wanted to create a character who could challenge the assumptions surrounding them in a way people would enjoy engaging with. Miss Clarity gave us a way to bring humour and perspective into the category, while keeping the larger brand-building objective at the centre,” said Pavan Punjabi, CEO, Makani Creatives.
For Limelight, the campaign is part of a broader effort to strengthen the brand’s association with diamond jewellery and build consideration for lab-grown diamonds. It aims to address not only product perceptions but also the social expectations that influence consumer attitudes towards diamonds.
“Consumers are increasingly looking for choices that reflect their own priorities rather than simply following established conventions. With this campaign, we wanted to open up a more relatable conversation around diamonds and the assumptions people often carry when buying or gifting them. Miss Clarity helps us approach these conversations with a sense of humour, while Shilpa brings a familiar and engaging presence to the narrative,” said Pooja Sheth Madhavan, Founder and Managing Director, Limelight.
By placing a character-led narrative at the centre of its communication, the campaign seeks to engage consumers by questioning the cultural assumptions that shape diamond-buying decisions.
