Makani Creatives has conceptualised a new campaign for Limelight, featuring actor Shilpa Shetty Kundra and introducing Miss Clarity, a character played by Diljot Kaur Chhabra. The campaign aims to challenge conventional perceptions around diamonds and the expectations associated with buying, wearing and gifting jewellery, using humour and cultural insights to encourage conversations about lab-grown diamonds.
The campaign addresses consumer hesitation arising from misconceptions about lab-grown diamonds. Instead of relying on conventional product-focused messaging, it uses Miss Clarity, portrayed as a diamond expert, to question established beliefs and encourage consumers to reconsider their purchasing priorities.
Across a series of digital films and social media assets, the character takes on assumptions around the cost of proposals, diamond sizes and expectations surrounding wedding gifts. Shetty brings a familiar cultural presence to the narrative, while Miss Clarity’s direct and witty approach introduces a more conversational tone to a category traditionally associated with formal occasions and long-standing customs.
The campaign spans digital, outdoor and other media channels. Its outdoor rollout includes more than 80 hoardings in Mumbai and over 500 hoardings across 45 other Indian cities. The creative assets include three digital video commercials, three lookbooks, social media content featuring Miss Clarity, behind-the-scenes material and digital bytes, supported by on-ground activations in select markets.
Pavan Punjabi, CEO of Makani Creatives, said the agency sought to bring a contemporary, conversational perspective to jewellery advertising. The aim was to create a character who could question established assumptions about lab-grown diamonds in an engaging way, while keeping the broader objective of building the brand at the centre of the campaign.
For Limelight, the campaign forms part of its efforts to strengthen its association with diamond jewellery and increase consumer consideration of lab-grown diamonds. Beyond highlighting product attributes, the communication focuses on the social expectations and perceptions that can influence buying and gifting decisions.
Pooja Sheth Madhavan, Founder and Managing Director of Limelight, said the campaign was designed to encourage consumers to make choices based on their own priorities rather than established conventions. She added that Miss Clarity brings humour to these conversations, while Shetty adds a recognisable presence to the campaign narrative.
The campaign reflects a character-led approach to brand communication, using humour and familiar cultural situations to engage audiences and encourage a fresh perspective on diamond jewellery.
Founded in Mumbai 27 years ago, Makani Creatives is an independent agency with a team of 120 professionals. Its services span brand strategy, creative campaigns, digital and performance marketing, e-commerce, content, talent management and experiential marketing. Its client portfolio includes Manyavar, METRO, Mochi, Clarks, Samsonite, American Tourister, Malabar, Bosch, Barbeque Nation, realme and Aditya Birla Group, among others.
Limelight is an Indian lab-grown diamond jewellery brand offering an alternative approach to diamond buying, with a focus on expanding consumer choice in diamond jewellery.
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