~IGI and Gujarat Titans Team Up to Ask: “Who Certified Your Diamond?”~
~Just as cricket relies on the third umpire, diamond purchases demand independent verification.~
Mumbai, 30th April 2026: International Gemological Institute (IGI) has launched three new digital films in partnership with the Gujarat Titans, highlighting the lack of independent verification and urging consumers to question the practice of self-certification in diamond purchases. The initiative comes at a time when consumers are becoming more informed and discerning, yet traditional buying habits in the diamond industry continue to rely heavily on trust rather than verified credentials.
The campaign, “Heere Ki Asli Pehchaan,” draws a direct parallel between the two worlds. While cricket relies on independent third-party decisions, diamond purchases are still largely driven by subjective trust, even when objective verification is available. By using cricket as a metaphor, the campaign cleverly underscores the importance of neutrality and credibility, making the message both relatable and impactful for a wide audience.
The films, featuring Shubman Gill, Rahul Tewatia, and Washington Sundar, play out across familiar situations, from marriage proposals to self-certification of diamonds and visits to family jewellers. Each scenario returns to the same pivotal question: “Who has certified the diamond?” This recurring question is designed to stay with viewers, encouraging them to adopt a more questioning mindset when making high-value purchases. The storytelling approach blends humour with a strong underlying message, ensuring that the content resonates without feeling overly instructional.
To maximize reach across diverse markets, IGI is scaling the #HeereKiAsliPehchaan campaign through a digital-first approach on YouTube and Instagram, driving nationwide awareness and deeper consumer engagement. The campaign also aims to spark conversations among younger buyers, who are increasingly active on digital platforms and more likely to value transparency and authenticity in their purchasing decisions. By leveraging the popularity of cricket and digital media, IGI is positioning the campaign to connect with both urban and emerging market audiences.
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.” He further emphasised that increased awareness can lead to a more accountable marketplace, where jewellers and sellers are encouraged to prioritise verified quality over claims that lack independent validation.
As transparency becomes increasingly important across all sectors, diamond certification is shifting from a back-end industry practice to a front-end consumer expectation. This shift reflects a broader trend where consumers are no longer passive buyers but active participants seeking clarity, authenticity, and assurance before making decisions. The campaign highlights how a simple question can redefine purchasing behaviour and bring greater accountability to the industry.
YouTube: Umpire (Self-certified) | Family Jeweller
About IGI
The International Gemological Institute (IGI) is a global authority in diamond, colored stone, and jewelry certification and accreditation. Backed by Blackstone, IGI operates in 35 laboratories and 21 Schools of Gemology across 10 countries, supporting the industry amid rapid transformation. For over 50 years, IGI has served the fine jewelry trade and consumers with trusted services, including grading reports for both natural and laboratory-grown diamonds, colored stone grading & origin reports, jewelry identification and appraisal services. Annually, IGI screens millions of natural and lab-grown diamonds, ensuring transparency, accuracy, and confidence worldwide, with IGI Laboratory Reports recognized as a global benchmark of trust.
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