Limelight, the lab-grown diamond jewellery brand, has launched a new campaign featuring actor Shilpa Shetty Kundra and a character called Miss Clarity, conceptualised by independent creative agency Makani Creatives. Played by Diljot Kaur Chhabra, Miss Clarity is positioned as a diamond expert who tackles common assumptions around lab-grown diamonds and the expectations tied to buying, wearing and gifting jewellery.
The campaign uses humour to explore questions around the cost of a proposal, diamond size and wedding gifts, with Shetty Kundra appearing alongside Miss Clarity across a series of films and social assets. It includes three digital video commercials, three lookbooks, social content featuring Miss Clarity, behind-the-scenes material and digital bytes. The rollout spans digital, outdoor and other media, with over 80 hoardings in Mumbai, more than 500 across 45 other Indian cities, and on-ground activations in select markets.
Pavan Punjabi, CEO, Makani Creatives, said jewellery is a category with deeply established codes, which created room for a more contemporary, conversational approach. Rather than simply explaining lab-grown diamonds, the agency wanted a character who could challenge assumptions in a way people would enjoy engaging with.
Pooja Sheth Madhavan, founder and managing director, Limelight, said consumers increasingly want choices that reflect their own priorities rather than convention. She added that Miss Clarity lets the brand approach these conversations with humour, while Shetty Kundra brings a familiar and engaging presence to the narrative.
