Mined diamond companies have continued the ‘forever’ narrative for the longest time & haven’t evolved with the evolving consumers, especially the millennials.

dycode

PGD

Millenials no longer believe in the forever and focus more on the little things & experiences in the moment.

While lab-grown diamonds are certified to be of the same quality or even better than mined diamonds, there is a belief that they are ‘not the real thing’.

Most eco-friendly companies sound ‘preachy’ & make the consumer feel that they are doing a favour on them by doing the ‘right thing’ for them.

dysrupt

While diamond companies focus only on engagements, we expanded our focus area to stories that are more relevant to our target audience on an everyday basis. We created campaigns and content buckets that celebrated relationships as they are, giving couples of all kinds the chance to share their stories.

We focused acutely on elements that make these weddings special. For instance, though ignored by other brands, we focused only on bridesmaids in a campaign because they are a crucial group of friends in planning a wedding but are never given that importance.

dysign

 
We experimented with various content formats to engage our audience by creating interactive & relevant content- images, videos, 360 degree posts, GIFs, boomerangs, etc. Our content formats were updated with the latest style across all platforms. We launched the new identity with a simple campaign inviting selfies from participants but ended up receiving hundreds of beautiful stories that became a part of our website too.
 
PGD

As a team, we couldn't ask for more. We have been part of a disruption in the industry, and we're glad to have worked on it with, and even prouder of the people we worked with. - Boris Gomes, Team DY

BORIS

LET'S TALK

DY OFFICE

CALLING

Call
+91-22-40406767
  • mail
  • message
  • voice
  • JUST
  • Call
  • CALL

GET IN TOUCH

Location

DMA Yellow Works Ltd
G-01, B/2 Marathon Innova,
Lower Parel (W), Mumbai 400013

Call+91-22-40406767

MIND BLOGGING

Pop Culture

Early 20th century
India's vibrant
pop culture

RAJAN LUTHRA

An indistinguishable clutch of film actresses in varying shades of lime advocate green tea, hoardings hoot healthy oats, popular songs popularize size zero and milk cartons come with measuring tapes.

Read More
facebook instagram linkedin googleplus tweeter YouTube

For business enquiries: info@dyworks.in

For careers:
careers@dyworks.in
+91 7898393893

© 2015 DMA Yellow Works Ltd