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DPA Targets New Indian Parents

Campaign promotes childbirth as auspicious diamond-buying occasion.
May 5, 2019 7:46 AM   By Rapaport News
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RAPAPORT... The Diamond Producers Association (DPA) will launch a campaign in India encouraging new parents to celebrate the birth of a child by purchasing a diamond. 

Based on the DPA’s consumer research, 39% of Indian consumers consider the birth of a child to be an auspicious occasion for buying jewelry, it explained last week.

The new campaign will follow up on the initial Real is Rare promotion the DPA launched in India last year, which celebrates intimate moments that cement a couple’s bond. The new ads will focus on how things change between a couple as they welcome a baby.

“The diamond industry needed a new occasion to drive sales and enhance consumer confidence,” said Colin Shah, vice-chairman of India’s Gem and Jewellery Export Promotion Council (GJEPC), which is working with the DPA on the campaign. “This occasion is the perfect fit for diamond-jewelry sales, as the birth of a child is a universally celebrated moment across all cultures in our country, and is not seasonal in nature.”

The DPA will launch a large marketing campaign over the coming year, which it will publicize across social media and inside jewelry retail stores, it added.

Image: A still shot from the new Real is Rare childbirth campaign in India. (Diamond Producers Association)
Tags: Colin Shah, Diamond Producers Association, Dpa, Gem and Jewellery Export Promotion Council, GJEPC, India, Rapaport News, Real is Rare
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