by eyetee | July 3, 2013 1:31 pm
Rio Tinto is looking to spread the joy of gift-giving with a new consumer ad campaign.
Called ‘Nazraana,’ the marketing initiative promotes affordable diamond gifts in India.
“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,” said Vikram Merchant, manager of Rio Tinto Diamonds’ India representative office.
“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 uses the tag line, “The heart that gifts a diamond, shines like a diamond,” and encompasses print, digital, and cinema advertising. It is designed to reinforce stories of the joy of giving and the emotions and timelessness associated with diamonds. Nazraana jewellery uses natural diamonds set in 18-karat and 14-karat gold or 925 silver.
The advertising campaign was launched July 1 and will run until the end of the year.
Source URL: https://www.jewellerybusiness.com/news/rio-tinto-launches-consumer-ad-campaign/
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