DPA Targets New Indian Parents

RAPAPORT... The Diamond Producers Association (DPA) will launch acampaign in India encouraging new parents to celebrate the birth of a child by purchasing a diamond.  Based on the DPA's consumer research, 39% of Indianconsumers consider the birth of a child to be an auspicious occasion for buyingjewelry, it explained last week. The new campaign will follow up on the initial Real is Rarepromotion the DPA launched in India last year, which celebrates intimatemoments that cement a couple's bond. Thenew ads will focus on how things change between a couple as they welcome ababy. "The diamond industry needed a new occasion to drive salesand enhance consumer confidence," said Colin Shah, vice-chairman of India's Gemand Jewellery Export Promotion Council (GJEPC), which is working with the DPA on the campaign. "This occasion is the perfectfit for diamond-jewelry sales, as the birth of a child is a universallycelebrated moment across all cultures in our country, and is not seasonal innature." The DPA will launch a large marketing campaign over thecoming year, which it will publicize across social media and inside jewelry retail stores, itadded. Image: A still shot from the new Real is Rare childbirth campaign in India. (Diamond Producers Association)