MAM
Diamond Producers Association launches V-Day campaign
MUMBAI: The Diamond Producers Association (DPA), an international alliance of the world’s leading diamond mining companies, has launched its second film as a part of their integrated marketing campaign ‘Real is Rare. Real is a Diamond’.
The film titled ‘Sneaking Out’ is conceptualised and created by BBH India, with the intention of celebrating the rare moments among couples with a diamond.
Extensive research conducted by DPA in partnership with BBH highlights that couples believe there are moments of bonding apart from anniversaries and birthdays which actually form the foundation of their relationship. However, these moments, unique and rare to each couple, go unrecognised in the journey of a relationship.
Sharing her thoughts on the launch, Diamond Producers Association managing director of India Richa Singh says, “There are lot of defining moments that make this journey unique and precious and we wanted diamonds to symbolise the successful transformation of the partnership by making them equals. The second TVC brings to light another real life example of such a moment.”
Commenting on the experience of creating the campaign film, BBH India chief creative officer and managing partner Russell Barrett mentions, “In many cases, especially with arranged marriages, couples first get married and sometime after, actually fall in love. We’ve tried to recreate an intimate moment in the lives of such a couple. A moment of epiphany when they realise that what they have is special, rare and authentic. No jewellery boxes being whipped out, no jaws dropping, none of the clichés of the category. “
The ‘Real is Rare’ platform aims to connect with the younger generation in a personal and emotionally relevant way, while emphasising that diamonds are a symbolic expression of commitment to a relationship.
The second TVC is a part of the larger ongoing campaign that marked the first ever category marketing initiative for diamonds globally. The campaign has been launched through an integrated marketing communications mix of TV, cinema, digital, PR, mobile and social media. The DPA will also be engaging with the entire diamond and jewellery community to bring this to life.
Brands
Disney Cruise Line launches Disney Adventure as Robert Downey Jr. christens ship in Singapore
Star studded ceremony marks line’s first Southeast Asia ship
SINGAPORE: Disney Cruise Line has officially welcomed its newest and largest ship, the Disney Adventure, with a glittering, music filled christening ceremony in Singapore, marking the brand’s first ever vessel to homeport in Southeast Asia.
Held inside the ship’s grand Walt Disney Theatre, the celebration unfolded as a theatrical spectacle worthy of Broadway. Regional vocalists and musicians were joined by a 23 piece orchestra, while sweeping video projections wrapped the stage in classic Disney, Pixar and Marvel moments. Special appearances from captain Mickey Mouse and captain Minnie Mouse added a touch of nautical charm.
Among the headline performers were Jed Madela, hollywood performing arts hall of fame inductee, and Dami Im, international recording artist known for Eurovision. Together, they led a soaring tribute to Disney’s musical legacy.
On stage to mark the milestone were Josh D’Amaro, chairman of disney experiences and incoming chief executive officer of The Walt Disney Company, and Joe Schott, president of disney signature experiences.
D’Amaro described the ship as a new chapter for the company in Asia, saying it would bring Disney storytelling to audiences who may be experiencing the brand’s magic for the first time.
The ceremonial highlight came from Hollywood star Robert Downey Jr., who serves as the ship’s godparent. With characteristic flair, he declared, “You bring the theme and I’ll bring the thunder,” before delivering the traditional blessing: “I christen thee, Disney Adventure, may God bless this ship and all who sail upon her.”
The ceremony closed with a jubilant rendition of “Let’s Set Sail”, a long standing Disney Cruise Line tradition designed to stir excitement for the voyages ahead.
Drawing on more than a century of storytelling from Disney, Pixar and Marvel, the Disney Adventure promises a floating world of fantasy. Guests can wander through seven immersive themed areas, including San Fransokyo Street inspired by Big Hero 6.
On board highlights include a brand new Broadway style musical titled Remember, immersive dining, signature fireworks at sea, imaginative children’s clubs and a vibrant collection of bars and lounges for adults. Thrill seekers can also take on Ironcycle Test Run, the cruise line’s first roller coaster at sea.
The Disney Adventure is the eighth ship in the fleet and sets sail on its maiden voyage on 10 March, launching an inaugural season of three and four night itineraries. It forms part of an ambitious expansion plan that will see five more ships join the fleet by 2031.
For Disney, the magic is no longer just on stage or screen. In Singapore, it now sails.
