Forevermark’s new campaign — The Better Half Within — is a paean to women of substance: “a reflection of the poised, powerful, and self-determined personality of the woman of today”, the Company said.
The campaign film has been developed and conceptualised by J. Walter Thompson India (JWT, India) and the media agency for the campaign is Mindshare. It has been produced and directed by Native.
The films of the campaign narrate the stories of women who pursue their passions and dreams, and despite misgivings manage to successfully achieve their ambitions.
“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,” Forevermark said describing the films. “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.”
Apart from the films, to be shown on national media channels, the campaign will also include print and outdoor ads, digital display, social media, radio spots; and will have an in-store element as well.
“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,” Forevermark explained. “They currently enjoy increasing levels of economic power whilst celebrating the achievements of their family, while being focussed on their personal growth as an individual.”
Forevermark felt that a half-carat diamond characterises 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 conceptualised to define this emotional connect between a woman and a half carat diamond as the perfect expression of her focus on personal achievements,” the Company explained.
Sachin Jain, President, Forevermark India remarked: “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.”
Nandita Chalam, Senior Vice President & Executive Creative Director, J Walter Thompson commented: “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.”
News Source: gjepc.org