The International Gemological Institute (IGI) has launched a new campaign in partnership with Gujarat Titans to raise awareness about the importance of independent diamond certification.

Titled ‘Heere Ki Asli Pehchaan’, the campaign uses cricket’s third umpire system as a creative analogy to explain why third-party verification is essential when purchasing diamonds. Just as critical decisions in cricket rely on independent review, the campaign highlights that diamond buyers should also seek trusted external certification instead of depending solely on seller claims.

The campaign films feature Shubman Gill, Rahul Tewatia, and Washington Sundar, who appear in everyday situations such as jewellery shopping and marriage proposals. Each story revolves around a simple but impactful question – who has certified the diamond?

Through these relatable scenarios, IGI aims to educate consumers about the value of independent assessment in ensuring authenticity, quality, and transparency during the purchase process.

The campaign will be promoted across digital platforms including YouTube and Instagram, using cricket-led storytelling to connect with a wider audience.

Commenting on the initiative, Tehmasp Printer, Global CEO of IGI, said certification often exists in the buying process, but many consumers do not actively ask about it. He stressed that encouraging buyers to question certification can reshape purchasing behaviour and strengthen trust across the diamond industry.

The campaign reflects the growing consumer preference for transparency and informed decision-making in luxury purchases.

By combining the popularity of cricket with an educational message, IGI makes diamond certification more accessible and relevant to Indian consumers.

With Gujarat Titans as campaign partners, IGI reinforces the idea that when it comes to buying diamonds, independent verification should be as essential as a third umpire’s final decision.