Closeup - Diamond Attraction
A Smile is Your First Move.
Client
Close Up
Category
FMCG
Insight
A smile is your first move. It’s the first signal of confidence, interest, and connection.
Idea
Translate attraction into different types of smiles. Each smile represents a distinct expression of personality.
Execution
Senior citizen marathon partnerships Mumbai Marathon senior category activations Doctor-led wellness communities Family participation campaigns On-ground registrations through grandchildren
• Shortlisted 7 creator , each representing a different type of smile
• Built a narrative where each smile became a personality
•Developed scripts translating these into real-life scenarios
• Brought them to life through films and a music-led piece - 7 Types of Smiles
Attraction wasn’t described. It was performed… through different smiles.
Closeup - Diamond Attraction
A Smile is Your First Move.
Client
Close Up
Category
FMCG
Insight
A smile is your first move. It’s the first signal of confidence, interest, and connection.
Idea
Translate attraction into different types of smiles. Each smile represents a distinct expression of personality.
Execution
Senior citizen marathon partnerships Mumbai Marathon senior category activations Doctor-led wellness communities Family participation campaigns On-ground registrations through grandchildren
• Shortlisted 7 creator , each representing a different type of smile
• Built a narrative where each smile became a personality
•Developed scripts translating these into real-life scenarios
• Brought them to life through films and a music-led piece - 7 Types of Smiles
Attraction wasn’t described. It was performed… through different smiles.
Let’s Bring Clarity to your Content
You don’t need everything figured out. Just a starting point is enough.
richa@richdiary.com
TheRichDiary2026. All rights reserved.
Designed by Sucheta M.
Let’s Bring Clarity to your Content
You don’t need everything figured out. Just a starting point is enough.
richa@richdiary.com
TheRichDiary2026. All rights reserved.
Designed by Sucheta M.
Let’s Bring Clarity to your Content
You don’t need everything figured out. Just a starting point is enough.
richa@richdiary.com
TheRichDiary2026. All rights reserved.
Designed by Sucheta M.