Rio Tinto Diamonds Launches New Campaign for Nazraana in India

(IDEX Online News) – Rio Tinto Diamonds has launched a new consumer advertising campaign for Nazraana, its marketing initiative to promote affordable diamond gifts in India.

Using the tag line, “the heart that gifts a diamond, shines like a diamond”, the consumer campaign includes print, digital and cinema advertising.

The company said that the campaign is designed to reinforce stories of the joy of giving and thus 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.

Nazraana jewelry is made from hallmarked 18K, 14K gold and 925 silver and set with natural diamonds.