Using the tag line, “the heart that gifts a diamond, shines like a diamond”, the consumer campaign encompasses print, digital and cinema advertising. With a focus on the person giving the gift, the campaign is designed to reinforce stories of the joy of giving and in doing so, tap into the emotions and timelessness associated with diamonds.
According to Vikram Merchant, Manager of Rio Tinto Diamonds India Representative Office,
“The new consumer advertising campaign is the next stage in Rio Tinto Diamonds market development activities focused on promoting domestic demand for diamonds in India. Since launching the Nazraana concept we have seen and continue to see, strong growth in this new market segment. This is good news for diamond suppliers, manufacturers, designers and ultimately the Indian consumer.”
Nazraana, which takes its reference from royal gift giving rituals of past eras, and weaves it into the gift giving occasions of modern India, is also supported by Bollywood actress Yaami Gautam as its Brand Ambassador. The consumer advertising campaign was launched on July 1 and will be implemented throughout the remainder of 2013.
Nazraanajewellery is crafted using natural diamonds set in hallmarked 18K and 14K gold or 925 silver.