Limelight, the lab-grown diamond jewellery brand, has launched a campaign featuring actor Shilpa Shetty Kundra and a new character, ‘Miss Clarity’. Conceptualised by independent creative agency Makani Creatives, the campaign takes a humorous approach to common assumptions about lab-grown diamonds and the expectations surrounding jewellery purchases and gifting.
Diljot Kaur Chhabra plays Miss Clarity, a diamond expert who addresses questions and misconceptions associated with the category. Through a series of films and social media assets, the character explores how social conventions can influence decisions about buying, wearing and gifting diamonds.
Shilpa Shetty and Miss Clarity address diamond-buying assumptions
The campaign uses everyday situations to examine perceptions around diamond jewellery. Its themes include the expected cost of a marriage proposal, the size of a diamond and the expectations attached to wedding gifts.
Shilpa Shetty Kundra appears alongside Miss Clarity across the campaign’s films and social assets. The character provides a conversational route to discussing lab-grown diamonds, while the humour centres on the assumptions people may bring to jewellery purchases.
Digital films, lookbooks and outdoor rollout
The campaign includes three digital video commercials, three lookbooks, social media assets featuring Miss Clarity, behind-the-scenes content and digital bytes.
Limelight is rolling out the campaign across digital, outdoor and other media. The outdoor execution includes more than 80 hoardings in Mumbai and over 500 hoardings across 45 other Indian cities. The campaign also features on-ground activations in select markets.
Makani Creatives on the campaign approach
Pavan Punjabi, CEO, Makani Creatives, said the agency wanted to approach jewellery through a contemporary, conversational lens rather than rely solely on explanations of lab-grown diamonds.
“Jewellery is a category with deeply established codes, and we felt there was an opportunity to approach it from a more contemporary, conversational point of view. Instead of simply explaining lab-grown diamonds, we wanted to create a character who could challenge the assumptions surrounding them in a way people would enjoy engaging with. Miss Clarity gave us a way to bring humour and perspective into the category, while keeping the larger brand- building objective at the centre.”
For Limelight, the campaign addresses the perceptions and social expectations that can shape how consumers approach buying and gifting diamonds, alongside considerations of the product itself.
Pooja Sheth Madhavan, founder and managing director, Limelight, said the campaign aims to encourage consumers to consider their own priorities when making jewellery choices.
“Consumers are increasingly looking for choices that reflect their own priorities rather than simply following established conventions. With this campaign, we wanted to open up a more relatable conversation around diamonds and the assumptions people often carry when buying or gifting them. Miss Clarity helps us approach these conversations with a sense of humour, while Shilpa brings a familiar and engaging presence to the narrative.”
Through Miss Clarity, Limelight brings questions around diamond purchases and gifting into a campaign spanning digital films, social content, outdoor advertising and on-ground activations.
