NDC's new campaign ‘For Moments Like No Other’ features actress Ana de Armas

The ad campaign highlights the versatile beauty of natural diamonds.

The world’s leading diamond producers, Diamond Producers Association relaunched as the Natural Diamond Council (NDC) to promote the desirability of natural diamonds and support the integrity of the natural diamond industry. As an industry authority, the NDC aims to become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry. With the repositioning of the brand, NDC is also set to launch their first ever celebrity-led TVC campaign, ‘For Moments Like No Other’, with the gorgeous Hollywood actress Ana de Armas.

This new campaign marks a number of firsts for the Natural Diamond Council, in addition to welcoming its first Hollywood headliner. It is the first celebrity-fronted campaign for a diamond group (brand agnostic), adding an important contribution to an industry that supports the livelihoods of roughly 10 million people worldwide. This is also the first campaign dedicated to NDC’s “Only Natural Diamonds” platform, and the first marketing initiative to showcase such a diverse roster of Jewellery designers that work with natural diamonds in exceptionally modern ways.

Ana De Armas is a rising Hollywood star. She recently received a Golden Globe nomination for her role in Knives Out and will soon appear in the latest James Bond film No Time to Die. She shines in the multi-part campaign, which was developed to celebrate the myriad connections that lead to natural diamonds being worn or exchanged. Ms. de Armas was approached for the project as she radiates with poise and modernity, and she epitomizes an ascendant, free-thinking generation. Her elegant, effervescent and easygoing demeanor reflects the next chapter in the history of natural diamonds; a mindset in which the traditional tenets of diamond-wearing and exchanging are dismantled, leaving an open playing field in their place. Ana is seen in laid-back outdoor settings with friends, with a parent, and with a partner. In this, a fresh, opened-up association continues to be emphasized: diamonds are not solely the purview of romantic interests or formal occasions. They are meant for every type of connection. The campaign’s 30-second hero spot airing at the - IPL will be complemented by a series of shorter video segments, spotlighting the various relationships portrayed from the clip.

“I love thinking of diamonds this way, as special emblems of even our small personal moments,” said Ana de Armas. “They represent joy, warmth and beauty.”

Richa Singh, Managing Director, NDC, India, said: “It was a challenge to put together the brand and campaign launch when the world is going through such tough times, but it has been a rewarding experience. The campaign fits perfectly as consumers have greater respect for everything natural and want to buy fewer but better things. They are looking for things that last and have a meaning and emotion attached to it. We wish to create desirability for diamonds in the mind of consumers when it comes to celebrating life’s every moment and our campaign featuring Ana De Armas portrays that beautifully. The TVC redefines special moments, celebrating a variety of personal connections with natural diamonds.’’

The campaign which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans will have a global presence, running in India, the United States of America, United Kingdom and China. In India, it will be launched with a digital first strategy on OTT platforms starting 19th September to target the affluent, informed luxury consumer and will release on television on leading premium Hindi & English channels. The Natural Diamond Council will also distribute campaign materials through its owned channels, including its website, which will feature behind-the-scenes footage and an interview element with Ms. de Armas, as well as comprehensive information about the brands and designers that are seen. For an enhanced connect with the local consumers & retail trade, there will be a section dedicated to similar jewellery designs that are available in India.

(We got this information in a press release).