Limelight Partners with Shilpa Shetty & Makani Creatives to Unpack Diamond Myths via ‘Miss Clarity’

Lab-grown diamond jewellery brand Limelight has launched an expansive, multi-touchpoint marketing campaign designed to challenge traditional mindsets and social expectations surrounding diamond purchases. Conceptualised by independent creative agency Makani Creatives, the brand campaign stars Bollywood actor Shilpa Shetty Kundra alongside a newly created brand persona, ‘Miss Clarity’.

Played by actor Diljot Kaur Chhabra, Miss Clarity is introduced as an approachable diamond expert who tackles deep-seated consumer assumptions regarding proposal budgets, diamond carat sizing, and wedding gifting protocols with quick wit and sharp observations.

A Humour-Led Narrative to Disrupt Category Codes

Rather than taking a conventional descriptive approach to lab-grown diamond technology, the campaign relies on lighthearted, relatable scenarios across three digital video commercials (DVCs), three lookbooks, social media collateral, behind-the-scenes content, and interactive digital bytes.

"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," explained Pavan Punjabi, CEO of Makani Creatives. "Instead of simply explaining lab-grown diamonds, we wanted to create a character who could challenge the assumptions surrounding them in a way people would enjoy engaging with. Miss Clarity gave us a way to bring humour and perspective into the category, while keeping the larger brand-building objective at the centre."

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Aligning Consumer Priorities with Modern Choices

The campaign focuses on shifting consumer mindsets, highlighting how modern buyers increasingly prioritize personal values over outdated social conventions when selecting fine jewellery.

Pooja Sheth Madhavan, Founder and Managing Director of Limelight, shared the vision behind the initiative: "Consumers are increasingly looking for choices that reflect their own priorities rather than simply following established conventions. With this campaign, we wanted to open up a more relatable conversation around diamonds and the assumptions people often carry when buying or gifting them. Miss Clarity helps us approach these conversations with a sense of humour, while Shilpa brings a familiar and engaging presence to the narrative."

Omnichannel Scale: Nationwide OOH & On-Ground Activation

To complement its robust digital rollout, Limelight is backing the campaign with massive high-visibility offline deployment. The campaign features over 80 hoardings across key locations in Mumbai and more than 500 hoardings spanning 45 other Indian cities, paired with targeted on-ground activations in select markets.

By pairing Shilpa Shetty’s mainstream appeal with the humorous, educational lens of 'Miss Clarity', Limelight aims to accelerate adoption and normalise lab-grown diamonds across India’s growing fine jewellery landscape.