The Diamond Producers Association, as part of its ‘Real is Rare’ campaign, launches the web series ‘Pyaar Actually’ on Hotstar. The series comprises four videos with stories that aim to showcase love across generations and among different relationships. It emphasizes on sharing joyous and blissful moments celebrated with diamonds, which play a pivotal role in expressing love and affection.
To take the ‘Real is Rare’ campaign a notch higher, DPA, introduces the concept of a four-episode short web-series, ‘Pyaar Actually’, which highlights some real-life moments that are often unacknowledged. The Indian film industry has had a long-lasting connection with diamond jewellery. Hence, DPA initiated the concept of the web series to keep the audience engaged and entertained along with showcasing diamonds as a significant part of cherishing moments across various relationships. This is one of DPA’s initiatives to further positivity towards natural diamonds among the consumers in India.
Richa Singh, Managing Director, India, Diamond Producers Association, said: “DPA believes that love has always been viewed through a myopic lens – there’s a lot more to it than what’s been depicted in popular culture. ‘Pyaar Actually’ is poetic in expressing how every relationship has its real and rare moments. The series reiterates to our audience that only billion-year-old natural diamonds fit perfectly to celebrate relationships across age groups.”
The series stars renowned television personalities such as Bhumi Pednekar, Mandira Bedi, Ritesh Deshmukh, Saurabh Shukla, Supriya Pilgaonkar and Dino Morea. It also introduces exciting new talents; Anya Singh and Tahir Bhasin. This series offers a new perspective on love that flows down the ages. Just like natural diamonds, true relationships also hold similar attributes such as endurance, strength, resilience, and rarity. The series focuses on issues such as feminism, old-age romance, adoption, consent, remarriage, and step-parenting. With ‘Pyaar Actually’, DPA wishes to offer an innovative stance addressing these topics and highlighting the beauty of each relationship.