We don’t disclose our budget but we got what we need to have an impact with our first campaign this year in the US.
Why is the DPA focusing only on the US? Why not spread out to a wider audience?
Because by any standard, we’re still talking about a limited investment. So we don’t want to dilute ourselves until we’ve got some critical mass of funding, or the risk is you’re not going to reach anybody. It does take money to bring a new concept or idea to market. Again next year, we’re planning to ramp up our investment, but we still want to make sure that we establish ourselves firmly in the US. It’s the largest market and that’s the one to focus on at the start. As far as the Indian trade is concerned, the US market is critical. Our national campaign is mostly digital; we’ll have some radio, podcasts, some of it can be regionally driven, but we’re not going to have outdoor or regional channels. Digital is everywhere and everyone has access to, so we’re creating a dialogue, a conversation, a social movement around the idea that diamonds are the ultimate symbol of what’s real – these real connections, real relationships, these real moments in your life, which are rare and precious.
What consumer segment is the campaign going to target?
We’re targeting millennials, mainly the younger population to start with. We’re talking to people between the age group of 25 and 32 years, which is when you start getting into active life and money and also the time when you’re thinking about making your big commitment. And it’s a target that has never really been exposed to a diamond message, because they were too young to have been exposed to category marketing. Today, the image they’ve got of diamonds is driven by the conventional engagement and social rituals around buying and gifting diamonds. We want to create a real emotional connection with the category and speak their language and make sure that diamonds become part of their world.
Will the marketing focus on smaller pieces and everyday wear?
We are very happy! We are working very closely with the trade in general. The DPA is creating that emotional trigger within consumers to stoke that desire for diamonds. But then unless we work with the trade to make sure that the promise is fulfilled through the products and the store experience, we’re not going to transform that into sales. So it’s really important for us to work collaboratively with every part of the pipeline and more specifically, we signed an MoU with the Gem & Jewellery Export Promotion Council (GJEPC), which is contributing to our US campaign this year—which is great and we’re really happy about that. We hope we can gather an even broader coalition to not just support financially, but support the whole idea. Then we can realise that big thought at every level of the pipeline all the way down to the store and together transform the millennials’ diamond experience into something inspiring and exciting.