As kids we are always taught to be good human beings and to rise above greed, jealousy, selfishness, possesiveness and all the other negative thoughts. 
However this campaign says the opposite. No matter how good you are when it comes to your jewellery, especially Ishis Diamonds, then all your good behaviour simply goes out of the window. Ishi's jewellery has the power to turn your values upside down as it is simply worth being possessive about.
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