Forevermark’s New Campaign
#BetterHalfWithinMe
Forevermark,
the diamond brand from The De Beers Group of Companies, has launched the ‘The
Better Half Within’ Campaign, a reflection of the poised, powerful, and
self-determined personality of the woman of today.
The
campaign includes a film and will utilize national media channels such as TV
mainlines, set of print and outdoor ads, digital display, social media, radio
channels, and in-store. The campaign will debut on TV with 30 and 50 second
commercials, to be screened on 15 September 2018. The TVC will be shared on
social & digital with shorter edits.
Through
extensive research commissioned through Kantar IMRB it was found that Indian
women are slowly evolving the meaning of femininity by combining strength with
an essential grace. They currently enjoy increasing levels of economic power
and whilst celebrating the achievements of their family, while being focused on
their personal growth as an individual.
A
half-carat diamond characterizes this large percentage of women who are
financially independent and have the power to invest in the reflection of their
self-worth and hard work.
‘The Better Half Within’ campaign has been
conceptualized to define this emotional connect between a woman and a half
carat diamond as the perfect expression of her focus on personal achievements.
Talking
about the campaign, Mr. Sachin Jain, President, Forevermark India said,
“Diamonds are symbols of a wider range of emotions, including pride, joy and
achievement. Most women these days are breaking clichés by buying diamonds for
themselves.
With
this campaign, we aim at giving these empowered women the choice of the half carat
diamond as a precious, long lasting representation of their individuality, and
a mark of their achievement at an attractive price point.
Women can purchase a
half carat Forevermark diamond with the same assurance that they will be
getting their money’s worth with the most beautiful, rare and responsibly
sourced diamonds that go beyond the 4Cs”
The
films beautifully portray women going after their passions and dreams. The
first film focusses on a mother who creates her own recipes for her blog and
through the help of her daughter becomes an internet sensation. The second film
is based on a doctor who despite having had a long day celebrating her
daughter’s birthday finds the motivation to head out for an emergency surgery.
The
campaign film has been developed and conceptualized by J. Walter Thompson India
(JWT, India) and the media agency for the campaign is Mindshare. It has been
produced and directed by Native.
Nandita
Chalam, Senior Vice President & Executive Creative Director, J Walter
Thompson said, “J Walter Thompson’s campaign for Half Carat Diamonds from
Forevermark is based on a simple insight – whenever a woman is about to give up
on her dreams, something deep within her urges her to go on.
This
is her better half. Half carat diamonds from Forevermark are a tribute to this
bold, bright and beautiful better half within every woman. The television
commercials tell two charming stories of a doctor and a food blogger who harnessed
their inner better halves. Through TV, film, print, radio and digital, the
campaign will urge every woman to let her better half shine.”
Please
find below Campaign Video’s:
Video 2: https://youtu.be/a3V3KXDOmoo 
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