BrandBuzz
The “Third Umpire” For Diamonds: IGI and Gujarat Titans Drive Transparency In New Campaign
~IGI and Gujarat Titans Team Up To Ask: “Who Certified Your Diamond?” ~
~Just As Cricket Relies On The Third Umpire, Diamond Purchases Demand Independent Verification.~
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.
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.
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?”
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.
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.”
As transparency becomes increasingly important across all sectors, diamond certification is shifting from a back-end industry practice to a front-end consumer expectation.
BrandBuzz
Kalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) As Its First Regional Brand; Sivakarthikeyan Named Brand Ambassador
First Showroom To Open At Panagal Park, T Nagar, Chennai On August 21; Company To Scale To 5 Stores In The State This Year.
Kalyan Jewellers India Limited (NSE: KALYANKJIL, BSE: 543278) today unveiled the name, identity and go-to-market plan for its regional jewellery brand – Akshaya Thanga Maligai (ATM) – with Tamil Nadu as its market. The company had flagged its intent to enter the regional/mass jewellery segment as a distinct growth engine, alongside Kalyan and Candere, in earlier conversations; today’s announcement is the first time the brand’s name, positioning and launch market have been made public.
ATM will open its first showroom at Panagal Park, T Nagar, Chennai’s most prominent jewellery retail catchment, on August 21, 2026. A teaser campaign has already begun in the market, and the company has signed Tamil film actor Sivakarthikeyan as brand ambassador, a move aimed at building rapid recall for a new-to-market name in a category where trust and local affinity drive purchase decisions.
The launch expands KJIL’s addressable market by enabling the company to participate in customer segments that exhibit a strong preference for locally positioned jewellery brands, while complementing the existing Kalyan and Candere formats.
Unlike Kalyan’s pan-India format, ATM has been built ground-up for a single state. The company said inventory will be curated specifically for Tamil Nadu preferences with designs, weights and price points aligned to regional occasions and buying patterns, thus positioning ATM to compete directly with entrenched regional jewellery chains rather than Kalyan’s own store network.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers India Limited, said:
“Akshaya Thanga Maligai reflects our belief that regional markets offer significant long-term growth opportunities when approached with a truly local proposition. Tamil Nadu is one of India’s largest and most evolved jewellery markets, making it the natural choice for our first regional brand. By combining a distinctly Tamil identity with Kalyan Jewellers’ sourcing capabilities, quality standards and customer-first approach, we believe ATM is well positioned to build meaningful scale across the state through our franchise-led expansion model.”
The company intends to establish the concept in Tamil Nadu before evaluating similar regional formats in other markets.
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National News2 days agoMaster Chains N Jewels Files DRHP With SEBI For ₹400 Crore IPO
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BrandBuzz5 days agoKalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) As Its First Regional Brand; Sivakarthikeyan Named Brand Ambassador
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National News1 hour agoWorld Gold Council Launches Swarnim Udaan 2047: Unlocking The Full Potential Of Gold Towards Viksit Bharat 2047
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