Mumbai, 21 October 2026: Makani Creatives, an independent creative agency, has conceptualised a new campaign for Limelight, the lab-grown diamond jewellery brand, featuring actor Shilpa Shetty Kundra and introducing the character ‘Miss Clarity’. The campaign takes a fresh approach to jewellery communication, using humour and cultural insights to challenge long-held assumptions around diamonds and the expectations associated with buying, wearing and gifting them.

At the heart of the campaign is a consumer insight: misconceptions around lab-grown diamonds can create hesitation among potential buyers. Rather than addressing these concerns through conventional product-led communication, the campaign introduces Miss Clarity, played by Diljot Kaur Chhabra, as a diamond expert who cuts through the noise and encourages audiences to reconsider what matters when making a purchase.

Through a series of films and social assets, Miss Clarity challenges familiar ideas around the cost of a proposal, the size of a diamond and the expectations surrounding wedding gifts. Shilpa Shetty Kundra brings a recognisable cultural perspective to these conversations, while Miss Clarity’s wit and directness give them an unconventional edge. The creative approach aims to make a category often associated with tradition and formality more open to everyday conversations.

The campaign extends across digital, outdoor and other media touchpoints. Its outdoor rollout includes more than 80 hoardings in Mumbai and over 500 hoardings across 45 other Indian cities, alongside digital films, lookbooks, social media assets and on-ground activations in select markets.

For Makani Creatives, the mandate was to build a distinctive brand association with diamonds while moving beyond the category’s familiar communication conventions. The work includes three digital video commercials, three lookbooks, Miss Clarity social assets, behind-the-scenes content and digital bytes.

Link: https://youtu.be/uj1kypXU8t4?si=wujRc505gVkCPqbV

“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. 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,” said Pavan Punjabi, CEO, Makani Creatives.

For Limelight, the campaign is part of a broader effort to strengthen the brand’s association with diamond jewellery and build greater consideration for lab-grown diamonds. The focus is not limited to communicating product attributes, but also on addressing the perceptions and social expectations that influence how consumers think about diamonds.

“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,” said Pooja Sheth Madhavan, Founder and Managing Director, Limelight.

By placing a character-led narrative at the centre of its communication, the campaign reflects a broader shift in how established categories can engage consumers: not only by showcasing products, but by questioning the cultural assumptions that shape purchasing decisions.