Mumbai, 4th May 2026: International Gemological Institute (IGI) 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 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.
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?”
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.
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.”
As transparency becomes increasingly important across all sectors, diamond certification is shifting from a back-end industry practice to a front-end consumer expectation.
Here are the video links:
YouTube: Umpire (Self-certified) | Proposal | Family Jeweller
Instagram: Umpire (Self-certified) | Proposal | 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 School 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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