Bollywood Tie-Up for D’damas Wedding Range

D’damas, the jewelry brand from the Gitanjali group, has entered into a unique tie-up with the just released Bollywood film Vivah (meaning wedding in Hindi) to promote the newest designs in its branded wedding jewelry range ‘Vivaaha’ and to launch its latest sub-brand, DER – The Diamond Engagement Ring – in India.

Both brands are featured in the movie, produced by popular film maker Sooraj Barjatya and starring two of Bollywood’s young new faces, Amrita Rao and Shahid Kapoor. Rao is already a brand ambassador for D’damas.

The campaign, in the form of a special promotional effort at the retail outlet level, has been dubbed “Vivaaha Season.” The campaign, which began on November 15 and runs until January 31, 2007, covers what is considered the most auspicious wedding season in India and was launched at a series of road shows in major metros and mini-metros around the country. During the six week season, the brands will be extensively advertised in both the electronic and print media. All participating retail outlets will be specially decorated and display unique promotional material of the brand. There will also be discounts, gifts, prizes, and other incentives to attract consumers.

The range of jewelry to be promoted during the Vivaaha Season campaign comprises bridal sets, wedding rings, and occasion wear both in gold and diamond jewelry including special branded products like Diamond Mangalsutram (mangalsutras), Vivaha Diamond (diamond necklace sets), Vivaha Gold ( gold bridal sets), and Jhalak (nose-pins, nose-rings).

The new collection being introduced during this period – DER – is a collection of diamond studded rings ranging from classic to trendy-looking bands, and elaborate cocktail rings to all-time favorites like solitaires.

Other D'damas brands that will feature during the promotion include Nizam, Inspirations, and Solitaire.