International Gemological Institute (IGI) has introduced a set of three digital films in collaboration with the Gujarat Titans, focusing on consumer awareness around diamond certification practices. The initiative centres on the absence of independent verification in many diamond purchases and encourages buyers to question the credibility of ‘self-certified’ stones.
Titled ‘Heere Ki Asli Pehchaan’, the campaign draws a comparison between cricket’s reliance on third-party decision-making and the diamond industry’s continued dependence on subjective trust. While cricket decisions are increasingly validated through an impartial ‘third umpire’, diamond purchases often proceed without similar independent scrutiny, despite the availability of objective certification.
The films feature cricketers Shubman Gill, Rahul Tewatia, and Washington Sundar, and are set in everyday scenarios such as marriage proposals, interactions with family jewellers, and moments involving self-certified diamonds. Across each narrative, the storyline converges on a central question: “Who has certified the diamond?” This recurring prompt is designed to embed a behavioural shift among consumers by normalising verification as a key purchase consideration.
The campaign adopts a digital-first distribution strategy, leveraging platforms such as YouTube and Instagram to expand reach and engagement across varied demographics. By aligning with a high-visibility IPL franchise and well-known खिलाड़ियों, IGI aims to tap into cricket’s mass appeal to drive recall and relevance. The use of relatable storytelling scenarios further positions the message within familiar consumer contexts, enhancing its accessibility.
Tehmasp Printer, global ceo at International Gemological Institute, said: “Every conscious buyer needs to question certification. Certification exists, but it is not always demanded. If more consumers start asking who has certified a diamond, it changes the nature of the purchase.” Printer’s statement underscores the campaign’s objective of shifting certification from an optional backend process to a visible, consumer-driven demand.
The campaign reflects a broader industry movement towards transparency, where verification and authenticity are becoming central to purchase decisions. By foregrounding certification in its messaging, IGI positions itself as an advocate for informed buying while reinforcing its role as an independent authority in the category.
The initiative also signals how legacy sectors like jewellery are adopting contemporary marketing frameworks, including influencer-led storytelling and digital amplification, to address long-standing consumer behaviour gaps. The integration of sport, narrative and education creates a multi-layered campaign that balances awareness with brand positioning.
With ‘Heere Ki Asli Pehchaan’, IGI and Gujarat Titans present a unified message that aligns trust with verification, using the familiar construct of cricket’s decision review system to reframe expectations within the diamond buying journey.
