When planners for the De Beers India "Diamond Bride" campaign set out to "puncture" what they called the BFIW (big fat Indian wedding), the first glimpse of opportunity came when research revealed that wedding jewelry was one of the few areas where the bride had some say.
Within the Indian wedding ceremony gold has been an abiding piece of the bride's adornment for centuries…yet it turned out that a gold bride was perceived by many as being "too decked up, traditional, with a vernacular accent, fearful, obedient, surrounded by uncles, aunts, squealing cousins, at a hustle-bustle-hotch-potch of a wedding party."
In contrast, the "diamond bride" was imagined to be "elegant, at a select gathering, an extrovert who speaks her mind, and, above all, casual, cheerful and happy, not nervous at all, even though she is getting married."
Diamonds, the planners hypothesized, could be the catalyst to a contemporary cultural paradigm waiting to be advanced…
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