Discipline: PRE-LAUNCH, LAUNCH, BUILD & SCALE
Syndiora
India’s First Lab-Grown Diamond Jewellery Brand. #1 on Google. 4.6x ROAS. 80M+ Reached
How BRAD oneGROUP built, launched, and scaled the category-defining lab-grown diamond brand in India — from pioneer positioning to paid performance across Meta, Google Search, PMax, and Shopping.
01 THE BriefSyndiora didn't enter the lab-grown diamond market. It created it.India's first dedicated lab-grown diamond jewellery brand, Syndiora needed more than performance marketing. It needed a full category education and demand creation engine built around a product most Indian buyers had never considered. Government-recognised, press-featured in Vogue, Femina, and Grazia, and built on an award-winning design philosophy rooted in ethical craftsmanship, Syndiora had the credentials. The challenge was converting category curiosity into commercial scale, across paid media, organic search, and a shopping experience built to close a premium buyer.BRAD ADVERTISING was brought in to architect and execute the full performance programme: Meta Ads, Google Search, Performance Max, and Google Shopping, designed as an integrated system, not a collection of isolated campaigns.
01 CHALLENGES
Launching a pioneer lab-grown diamond brand in India's tradition-driven jewellery market meant building category awareness from scratch, with no paid media history and no established search presence, from day one.
KEY GAPSSyndiora wasn't competing for market share. It was competing for mindshare in a category that barely existed in the Indian consumer's consideration set. A category that needed educating before it could convert. Lab-grown diamonds were not a known purchase for most Indian buyers. Before Syndiora could sell, it had to teach: what a lab-grown diamond is, why it is chemically and visually identical to a mined stone, why Government of India recognition and third-party certification matter, and why the ethical and economic case is overwhelmingly in the buyer's favour. Every paid touchpoint carried the double burden of education and conversion simultaneously. A premium product in a market trained on mined diamond prestige. India's jewellery buyer associates diamond jewellery with heritage, occasion, and generational value. Positioning Syndiora as a premium, credible, and aspirational choice, not a cheaper substitute, required creative that led with beauty, craftsmanship, and brand authority, not price. Multi-channel complexity across the full funnel. Reaching 80 million-plus users across a diverse Indian market, metro and tier-two, bridal and everyday luxury, gifting and self-purchase, required a paid architecture sophisticated enough to speak to each segment at each stage of the funnel without wasting budget on audiences not yet ready to convert. Organic search in a category with zero existing search volume to capture. Ranking first on Google for "lab-grown diamond brand in India" is a remarkable achievement, but it required building the search category itself, not just competing in an established one.
04 SOLUTIONSMeta Ads: Educating and Converting India's Premium Jewellery BuyerMeta was the primary brand-building and conversion channel, tasked with reaching buyers who had never heard of lab-grown diamonds and moving them from first awareness to purchase consideration to transaction. Creative strategy was built around Syndiora's strongest proof points: Government of India recognition, certified diamond quality, editorial press coverage from Vogue and Femina, and the ethical manufacturing story that differentiates lab-grown from mined.Cold audience acquisition targeted India's urban, aspirational jewellery buyer across metro and emerging markets. Warm retargeting brought back site visitors, video viewers, and social engagers with creative calibrated to the buyer's position in the funnel. Retention campaigns activated early purchasers around gifting occasions, new collection launches, and repurchase moments. The result was a paid programme that simultaneously built brand authority and generated commercial return, delivering 4.6x ROAS across the full account. Google Search Ads: Owning Intent at the Moment It ExistsSearch was the capture layer for demand that Meta and organic content created. Google Search campaigns were structured around Syndiora's core commercial intent queries, including lab-grown diamond jewellery, certified diamond rings, and ethical diamond brands in India, with ad creative that reinforced brand authority and pushed Syndiora's Government recognition and certification credentials as key differentiators at the decision moment.Syndiora achieved the #1 organic ranking for "lab-grown diamond brand in India," a category-defining position that no competitor held before Syndiora built it. BRAD ADVERTISING deployed paid Search not to replace this organic authority but to dominate above-the-fold visibility entirely, ensuring no impression at high commercial intent was left to a competitor.Performance Max: Scaling Across Every Google Surface PMax campaigns were deployed to extend Syndiora's reach across Google's full inventory, including Search, Display, YouTube, Gmail, Discover, and Maps, using Syndiora's strongest creative assets and audience signals from Meta and Search as the data foundation. Asset groups were structured around Syndiora's hero product categories, gold necklaces, women's rings, platinum solitaires, and diamond bracelets, with PMax optimising toward the highest-converting combinations across surfaces as campaign data accumulated.Google Shopping: Converting the Buyer Ready to Purchase Shopping campaigns were structured to capture high-intent product-level queries with feed-optimised listings that led with Syndiora's certification, design quality, and brand recognition. Product titles, descriptions, and imagery were optimised for both relevance and conversion, ensuring Syndiora appeared prominently for buyers actively comparing lab-grown diamond jewellery options, and that the listing itself was strong enough to earn the click.
01
4.6x ROAS
Syndiora achieved 4.6x ROAS across Meta, Google Search, PMax, and Shopping, with an integrated full-funnel programme that delivered returns validating both the channel strategy and the brand's premium positioning in the Indian market.
02
#1 on Google
The #1 ranking for "lab-grown diamond brand in India" was the product of content, technical SEO, and brand authority compounding over time, making paid media more efficient by closing the loop between paid visibility and organic credibility
03
80M+ Reached
A paid and organic programme designed to build a category, not just a brand, generated reach that a niche luxury jewellery brand in an emerging segment rarely achieves, because the campaign architecture treated category education and brand building as the same investment.
Ready to Build the Category. Own the Market. Scale the Returns?
Syndiora went from zero to India’s #1 lab-grown diamond brand: Google Page 1, 80M+ users reached, and 4.6x ROAS across every major paid channel. If your brand has the vision, BRAD oneGROUP has the full-stack system to build it, scale it, and make it the name that defines its category.
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