The International Gemological Institute (IGI) has launched a new consumer awareness campaign in partnership with IPL franchise Gujarat Titans, focusing on independent diamond certification and transparency in diamond purchases.

Launched on May 4, 2026, the campaign titled “Heere Ki Asli Pehchaan” includes three digital films featuring Gujarat Titans players Shubman Gill, Rahul Tewatia, and Washington Sundar. The films draw parallels between cricket’s reliance on third-party decisions and the role of independent certification in diamond buying.

The campaign highlights concerns around self-certification practices in the diamond trade and encourages consumers to ask, “Who has certified the diamond?” The films depict scenarios including marriage proposals, interactions with family jewellers, and diamond purchase discussions. IGI said the campaign aims to address the gap between the availability of certification and consumer demand for verified diamonds. The initiative will be promoted through a digital-first strategy across YouTube and Instagram to expand reach across multiple markets.

Tehmasp Printer, Global CEO at IGI, said, “Every conscious buyer needs to question certification. Certification exists, but it is not always demanded. If more consumers start asking who has certified a diamond, it changes the nature of the purchase.” The campaign reflects the growing focus on transparency and independent verification within the diamond jewellery sector.