What began in 1972 as a small diamond manufacturing operation under the leadership of Mr. Vasant Gajera and his brothers has since evolved into a multinational diamond manufacturing and polishing company, Laxmi Diamond. Since 1995, Laxmi Diamond has been a DTC Sightholder, ethically sourcing and supplying diamonds globally. With offices in the U.S., Europe, and the Middle & Far East, it upholds a reputation as a socially responsible organization.

It has a strong B2B identity, but many any in the industry struggle with consistent, creative communication in this space. To address this, the ASR team implemented a theme-based communication for various channels.

In the first year, the theme was "Stories that Shine," while the second focused on the "4Cs of Diamonds" plus a 5th "C" for consciousness. The team designed the entire visual grammar for social media and the website revolving around the theme of the respective year. The strategy involved sparking a conversation about the brand without mentioning the brand in the copy of the creatives.