• by Larissa Faw , August 12, 2016

Nirav Modi is turning to well-known supermodels to help the luxury jewelry company expand globally beyond its India roots. 

Developed with agency Select World, the campaign was shot by Peter Lindberg and features Lisa Haydon, Rosie-Huntington Whiteley and Romanian model Andreea Diaconu, each selected to speak across cultures and aesthetics. 

The concept features photographs of the models together “to show how diamond jewels Ignite Femininity,” says Olivier Rose Van Doorne, worldwide creative director and president, Select World. The ad is also designed to punctuate a “key brand pillar” that “No one shines brightest alone,” added Van Doorne.

 "Previous Nirav Modi campaigns have been India-focused so this was truly an opportunity to speak to a global audience and introduce Nirav Modi to a wider range of markets for the very first time," Van Doorne said.  

The media buy includes out-of-home in London, India, and Hong Kong as well as ads in luxury print publications. For the New York market ads will run in Harper’s Bazaar, Elle, and T Magazine. There were multiple images and jewel collections shot, allowing for variety by market and for images to be refreshed month to month, says Van Doorne. 

This campaign also supports the brand's on-going retail expansion. Nirav Modi launched a flagship store in New York City last year and plans on opening in London and Macau later this year.