A new consumer advertising campaign is launched for ‘Nazraana’, Rio Tinto Diamonds’ flagship marketing initiative to promote affordable diamond gifts in India. This initiative falls within Rio Tinto Diamonds' strategy to work closely with its Select Diamantaires to develop affordable diamond jewellery gift. The campaign is also aimed at developing a retailer network across India to promote and market the Nazraana products with targeted programmes and promoting domestic diamond consumption in India.
The new advertising campaign that encompasses print, digital and cinema advertising uses the tag line, "the heart that gifts a diamond, shines like a diamond". The focus is on the person giving the gift and 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. The campaign was launched on July 1 and will be implemented throughout the remainder of 2013.
Vikram Merchant, Manager of Rio Tinto Diamonds India Representative Office says that 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. And that since launching the Nazraana concept, Rio Tinto has seen strong growth in this new market segment in India.
Aruna Gaitonde, Rough&Polished correspondent in India
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