International Gemological Institute (IGI) has launched a digital campaign in partnership with Gujarat Titans (GT) to highlight the importance of independent diamond certification. The campaign, ‘Heere Ki Asli Pehchaan’, draws a comparison between cricket decision making and diamond verification, focusing on the role of third party validation.
The films use the idea of a third umpire in cricket to explain how independent assessment adds credibility. In contrast, the campaign points out that diamond purchases are often based on seller provided certification, where independent verification is not always prioritised.
Featuring players including Shubman Gill, Rahul Tewatia, and Washington Sundar, the films are set in everyday situations such as proposals and jewellery purchases. Each scenario centres on a single question around who has certified the diamond, reinforcing the campaign’s focus on verification.
The campaign is being distributed through digital platforms including YouTube and Instagram, with a focus on reaching a wider audience and increasing awareness. It reflects a broader shift where certification is becoming more visible to consumers, moving from an industry process to a factor considered during purchase decisions.
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.”
