Mumbai: When you think of lavish Indian weddings, you think of families and food, larger-than-life brouhahas, stunning diamonds and of course wedding planners. So when Wavemaker India, GroupM's most awarded agency, brought together Natural Diamond Council with the most loved wedding-centric show in the country, it was truly a match Made In Heaven. This partnership sees some of India’s finest jewellery brands adorned by renowned celebrities who are starring in the highly anticipated second season of the International Emmy-nominated series - Made in Heaven.
Produced by Ritesh Sidhwani and Farhan Akhtar (Excel Media & Entertainment), Zoya Akhtar and Reema Kagti (Tiger Baby), Made In Heaven Season 2 is directed by Zoya Akhtar, Reema Kagti, Alankrita Shrivastava, Nitya Mehra and Neeraj Ghaywan. The seven-episode series is now out on Amazon Prime Video exclusively.
Natural diamond jewellery is integral to weddings – be it the sparkling solitaire from your engagement ring, the elegant glimmer of your mangal sutra or the dazzling diamonds donned by the bride on her most special day. The association designed by Wavemaker and GroupM ESP aims to showcase the versatility of natural diamond jewellery amidst opulent, contemporary Indian weddings. Natural Diamond Council’s mission is to support and promote the modern diamond industry and has provided a perfect platform for 6 jewellery brands - Khanna Jewellers, Anmol Jewellers, Jaipur Gems, Khurana Jewellers, Om Jewellers and Gaurav Gupta Occasions Jewellery to be a part of one of India’s most celebrated OTT series.
Made in Heaven beautifully reveals the dichotomy of tradition, modern aspirations and belief systems set against the canvas of lavish Indian weddings. The series centres around the journey of two wedding planners as they navigate through the challenges of their jobs and personal lives together, against a backdrop of lavish weddings, complex relationships and the pursuit of happiness.
Just as natural diamonds symbolize love, legacy and commitment which has been forged through fire, the series depicts the value of love, trust, and self-discovery as every relationship undergoes the heat of adversity & aspiration.
Natural Diamond Council managing director Richa Singh “At Natural Diamond Council, we are always on the lookout for innovative methods of showcasing how integral the wonders of nature are to every key moment of our lives; and what is more precious or memorable than a wedding? It made perfect sense to collaborate with a series like Made In Heaven Season 2 and give our consumers a glimpse of how easily their diamonds can help them shine on their special day. I am very happy to have on board a partner like Wavemaker who are able to contribute with out-of-the-box ideas and support our endeavour to build the natural diamond dream.”
Wavemaker India's chief client officer & Office head- North, West & East Shekhar Banerjee said, “Despite the cultural shifts we have witnessed across consumer patterns, diamond jewellery still holds an extremely significant status in our Indian weddings and it will continue to do so. Made in Heaven beautifully portrays the nuanced narrative of traditional Indian weddings set against modern aspirations and belief systems. At Wavemaker, we study the brand’s culture and craft the partnership to match its audience. Thus, creating a perfect platform for the brand and the viewers. We believe, through this partnership, it’s a true match made in heaven!”
Excel Entertainment CEO Vishal Ramchandani, “Teaming up with Natural Diamond Council for Made in Heaven 2 was quite the perfect match. Their collection added a new dimension to the show, capturing the essence of each occasion in its most radiant form. The collaboration truly transformed moments into memories, making the series an unforgettable visual delight”.
