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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.
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
