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DPA Targets Southern Indian Market With Telugu ‘Real Is Rare’ Campaign

The Diamond Producers Association (DPA) launched its integrated ‘Real is Rare. Real is A Diamond’ marketing campaign in Telugu, a language spoken by people in the southern Indian states of Andhra Pradesh and Telangana. The campaign focuses on celebrating the precious moments which mark the journey of a relationship between a couple.

The DPA said that a key insight was arrived at following comprehensive research — while couples tend to celebrate anniversaries and birthdays as milestones, there are other unrecognised moments of bonding & intimacy that form the foundation of their relationship.

These moments are unique and rare to each couple and deserve to be acknowledged. Inspired by the real stories uncovered during research, the campaign offers a compelling narrative by recreating such relatable moments between a couple.

The campaign uses Telugu cine actor Siva Balaji and his wife Madhumita.

Commenting on the campaign launch, DPA India Managing Director Richa Singh said, “There are certain defining moments in every relationship that make a couple’s journey unique. Through our ‘Real is Rare’ campaign, we want diamonds to symbolise the successful transformation of this partnership.”

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