Miss Clarity Busts Diamond Myths Across 500+ Hoardings

Limelight, a lab-grown diamond jewellery brand, has launched a campaign that swaps the category’s usual romance-led product talk for a sharper, more conversational voice. The work comes from independent creative agency Makani Creatives and features actor Shilpa Shetty Kundra alongside a new brand character: Miss Clarity.

01 · The insight behind Miss Clarity

Instead of explaining lab-grown diamonds on a feature-by-feature basis, the campaign starts with a consumer insight: misconceptions about lab-grown diamonds can make buyers hesitate. Those doubts tend to sit in cultural expectations—around how much a proposal should cost, how large the diamond should be, and what makes an appropriate wedding gift.

To tackle this, Makani Creatives created Miss Clarity, played by Diljot Kaur Chhabra. She is positioned as a diamond expert who cuts through the noise, while Shilpa Shetty Kundra brings a recognisable cultural lens to the conversations. The result is a character-led narrative that adds humour and directness to a formally coded category.

02 · A rollout far beyond digital

The campaign is not a small social experiment. The media plan spans digital films, lookbooks, social assets and on-ground activations in select markets. The outdoor push is particularly wide: more than 80 hoardings in Mumbai and over 500 hoardings across 45 other Indian cities.

The production scope includes three digital video commercials, three lookbooks, Miss Clarity social assets, behind-the-scenes content and digital bytes. The size of that asset list signals that Limelight is building a brand property rather than running a one-off film.

03 · Why the approach matters

Pavan Punjabi, CEO of Makani Creatives, frames the shift in strategic terms:

“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.”

The agency’s answer was to avoid explaining lab-grown diamonds directly. Instead, it created a character who can challenge the assumptions around them. That is a meaningful departure in a sector where communication often relies on product claims, status cues and ritual.

Limelight’s founder and managing director, Pooja Sheth Madhavan, connects the idea to changing consumer behaviour. She noted that consumers are increasingly looking for choices that reflect their own priorities rather than simply following conventions. For the brand, the campaign is about building consideration by making diamond conversations more relatable.

04 · What brand leaders can borrow

• Use a recurring character to voice the doubts your category avoids.
• Pair that character with a familiar face for reach and cultural trust.
• Take the same idea across digital, outdoor and on-ground, not just one format.

For CMOs in traditional categories, Limelight’s move is a template for reframing a product story as a cultural argument. The thinking is not “here is what lab-grown diamonds are”, but “here are the assumptions you never questioned.”

The one-line marketing take: when a category is stuck in convention, don’t explain the innovation—give it a character who argues with the status quo.

Source: Adgully

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.