This campaign inspired the ideal of being a Diamond Bride, as distinct from eyes downcast, dutiful, gold brides. The goal of the campaign was to create preference for diamond jewellery at weddings. When the campaign ran its course, it was found that 73% of brides were willing to replace gold with diamonds for their wedding jewellery. And 95% of brides vouched for the sentiment 'this is a vision of the bride I want to be.' It has already created a payback of 1.42 but much more than that it has created a platform for the business for the next ten years.