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The Natural Diamond Council launches new campaign – Bond Actress Ana de Armas is the new face
The new campaign is in line with the brand new strategy and a fresh approach that NDC has undertaken, and is for the very first time celebrity-focused
By: Diamond World News Service
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Sep 17 2020 12:42PM
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Reference: 25155  

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The Natural Diamond Council has built an entirely fresh campaign that will speak to a younger audience in a voice that they can relate to. Ana de Armas who recently received a Golden Globe nomination, who will also appear in the latest Bond Movie ‘No Time to Die’’ has been roped in as the global celebrity ambassador. As celebrities continue to influence millennials in a big way, along with a strong digital channel which focuses on inspiring and diverse content, the NDC has decided to adopt a campaign that is completely celebrity-focused.

The campaign which will be telecast for the U.S., UK, Indian as well as Chinese audience, will run through May 2021, till Mother’s Day. As part of the Indian media plan, the campaign will be telecast on linear TV networks like Movies Now, Romedy Now, HBO HD, Star Select and the like. It will also be telecast during IPL and high profile programmes like Indian Idol and Kaun Banega Crorepati. In addition to this, print campaigns will appear on premium fashion magazines as well.

The advertisement was shot in coastal Portugal in a serene environment, where brand ambassador Ana appears with friends, family and her partner – the idea was to convey the message that diamonds can be relevant beyond romance and special occasions. In the U.S. the campaign will air for the first time at the Emmy Awards on September 20th.  


Ana de Armas will continue to be the brand ambassador for the NDC. “She is youthful, extremely curious about our industry and stands for everything we represent and diamond jewellery looks beautiful on her. We want to build a wonderful partnership with her and her team. Considering all things are equal, we want this partnership to be equal,” said David Kellie, CEO, NDC.

For the first time, the NDC has worked adopted a very global approach. “We have worked with local ambassadors in the past but we have realised that audience is very global – they are highly exposed to global content. Even in India, which is very cultural and where ad campaigns have been very local, after our research, we understood that people want to see international celebrities and they want to understand trends that are international. At the end of the day, for us, this is a global industry and that is the strength of this industry,” added Kellie.

The campaign has also been built keeping retailers and their feedback in mind. “We have been working with retailers on a case to case basis to ensure that they can leverage on this campaign fully,” said Kristina Buckley Kayel, MD, NDC, North America.

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