The International Gemological Institute (IGI) has partnered with Gujarat Titans to launch the “Heere Ki Asli Pehchaan” campaign, a digital-first initiative focused on increasing consumer awareness around independent diamond certification. Featuring cricketers Shubman Gill, Rahul Tewatia, and Washington Sundar, the campaign draws a parallel between cricket’s reliance on third-umpire decisions and the importance of third-party verification in diamond purchases.
Quick Summary
- IGI launched the “Heere Ki Asli Pehchaan” campaign with Gujarat Titans.
- The campaign promotes awareness around independent diamond certification.
- Digital films feature Shubman Gill, Rahul Tewatia, and Washington Sundar.
- The campaign compares cricket’s third umpire system with diamond verification.
- IGI is amplifying the campaign through YouTube and Instagram.
- The initiative encourages consumers to ask: “Who certified your diamond?”
Cricket and Diamond Certification Parallel
International Gemological Institute (IGI) launched three new digital films in partnership with the Gujarat Titans, highlighting the lack of independent verification and urging consumers to question the practice of self-certification in diamond purchases.
“Heere Ki Asli Pehchaan” Campaign Concept
The campaign, “Heere Ki Asli Pehchaan,” draws a direct parallel between the two worlds. While cricket relies on independent third-party decisions, diamond purchases are still largely driven by subjective trust, even when objective verification is available.
Films Featuring Gujarat Titans Players
The films, featuring Shubman Gill, Rahul Tewatia, and Washington Sundar, play out across familiar situations, from marriage proposals to self-certification of diamonds and visits to family jewellers. Each scenario returns to the same pivotal question: “Who has certified the diamond?”
Digital-First Consumer Awareness Strategy
To maximize reach across diverse markets, IGI is scaling the #HeereKiAsliPehchaan campaign through a digital-first approach on YouTube and Instagram, driving nationwide awareness and deeper consumer engagement.
Statement from IGI Global CEO
Tehmasp Printer, Global CEO at IGI, 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.”
Growing Importance of Transparency in Diamonds
As transparency becomes increasingly important across all sectors, diamond certification is shifting from a back-end industry practice to a front-end consumer expectation.
Campaign Video Links
Here are the video links:
YouTube: Umpire (Self-certified) | Proposal | Family Jeweller
Instagram: Umpire (Self-certified) | Proposal | Family Jeweller
About IGI
Global Authority in Diamond Certification
The International Gemological Institute (IGI) is a global authority in diamond, colored stone, and jewelry certification and accreditation. Backed by Blackstone, IGI operates in 35 laboratories and 21 School of Gemology across 10 countries, supporting the industry amid rapid transformation. For over 50 years, IGI has served the fine jewelry trade and consumers with trusted services including grading reports for both natural and laboratory-grown diamonds, colored stone grading & origin reports, jewelry identification and appraisal services. Annually, IGI screens millions of natural and lab-grown diamonds, ensuring transparency, accuracy, and confidence worldwide, with IGI Laboratory Reports recognized as a global benchmark of trust.
FAQs
What is the “Heere Ki Asli Pehchaan” campaign?
The “Heere Ki Asli Pehchaan” campaign is a digital initiative launched by IGI in partnership with Gujarat Titans to promote awareness around independent diamond certification.
Which cricketers are featured in the IGI campaign?
The campaign features Gujarat Titans players Shubman Gill, Rahul Tewatia, and Washington Sundar.
What message does the campaign promote?
The campaign encourages consumers to ask an important question before purchasing diamonds: “Who has certified the diamond?”
Where is the campaign being promoted?
The campaign is being amplified through digital platforms including YouTube and Instagram.
What does IGI do?
IGI is a global organization specializing in diamond, colored stone, and jewelry certification and accreditation services.
Why is independent diamond certification important?
Independent certification helps ensure transparency, authenticity, and consumer confidence in diamond purchases.
Source: SVAR Media Network
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