Campaign 04 · Creators & collaborations

Everyday Icons

Worn by the people India already trusts.

ObjectiveMake the brand reachable through real Indian icons, not borrowed celebrity alone.

ChannelsInstagram reels · YouTube · UGC · PR · whitelisted paid

North-star KPIEarned reach & EMV

Business context

Trust travels through people, not logos

86%

of diamond value comes from Gen Z + Millennials — audiences who follow people, not brands.

De Beers India 2025

64%

of non-bridal demand is women self-purchasing — they want proof it's worn by people like them.

De Beers India

6×

target earned-to-paid value from a creator engine vs paid-only reach.

Illustrative target

The big idea

Not celebrities on a billboard. Icons of everyday life.

A founder, a chef, an architect, a real customer — Indians who embody everyday luxury and earn trust through craft, taste and authenticity. The global ambassador stays a distant halo; the work lives with people the audience can actually relate to.

Primary audience

The aspirational realist

Wants luxury that feels attainable and genuine. Trusts a chef's at-home reel or a real buyer's review over a celebrity endorsement. Buys what people like her are seen living in.

The creator engine

A roster, not a one-off

★

Global halo (reference only)

The international ambassador lends top-funnel prestige — used as one hero reference, not the core spend. Trust is built locally, by the roster below.

The Indian roster

The founderCraft & credibility

The chefEveryday elegance

The architectQuiet-luxury taste

Real customerUGC & proof

Micro-stylistsReach at scale

Role artifact · creator selection matrix

Tier	Profile	Why	Formats
Halo	International ambassador	Borrowed prestige, top-funnel only	1 hero reference
Industry	Jeweller / design founder	Craft & credibility	Long-form, PR
Culinary	Respected chef	"Everyday elegance" lifestyle	Reels, at-home
Design	Architect / interior designer	Aesthetic authority	Editorial reels, carousels
Customers	Verified buyers	Proof & relatability	UGC reels, reviews
Micro	10–50k styling creators	Reach efficiency, how-to-wear	Styling reels at scale

Role artifact · usage & rights

Standard terms

90-day content whitelisting
Paid amplification rights (Meta/YouTube)
30-day in-category exclusivity
Content library handover (raw + final)
ASCI / FTC disclosure compliance
Approval window & revision caps

Sample content formats

Styling reels
"How I wear it"
GRWM
At-home lifestyle
Store-visit vlog
UGC reviews
Carousels
Story takeovers

Channel plan & budget

Reels / IGCore roster output40%

Whitelisted paidAmplify top performers20%

YouTubeLong-form credibility15%

UGC / seedingReal-customer proof15%

PRFounder / industry story10%

Selection criteria & assumptions

Creators scored on audience fit, authenticity, content quality, brand-safety and cost-per-engaged-reach — not follower count alone. EMV and reach figures are illustrative targets for a modelled roster, not reported results.

Zzendiamond.inSponsored · Everyday Icons···

The women who never take it off.

Five icons. The diamonds that live their days with them.

An architect. A chef. A founder.

Real lives — not a campaign cast.

Worn through deadlines and dinners.

Brilliance that earns its place in a real routine.

Natural. Certified. Theirs for life.

Real diamonds, with a lifetime promise to grow with them.

Find your everyday icon.

Book a viewing or shop the edit online.

Meet the icons →

1/5

1,876 likes

zendiamond.in An architect. A chef. A founder. Five women, the diamonds they never take off. #EverydayIcons #ModernIndianWoman

Swipe the campaign →

Social · campaign carousel

The post, as it would run

A swipeable Instagram carousel for this pillar — the creative as the audience would actually meet it.

Plot every creator on reach × credibility — invest behind the top-right, never the bottom.

Measurement dashboard

What we'd judge it on

Earned reach6.0Mroster + amplification

Earned-to-paid6×EMV vs paid-only

Avg engagement5.2%across roster content

Creator-driven leads3,200links · codes · locator

Content units60reels · UGC · long-form

Figures illustrative — targets for a modelled roster, not reported results.

Next pillar

Grows With You →

CRM & lifecycle