1 July 2013
Rio Tinto Diamonds is pleased to announce a new consumer advertising campaign for Nazraana, its flagship 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 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.
Nazraana jewellery is crafted using natural diamonds set in hallmarked 18K and 14K gold or 925 silver. To find your nearest retailer log on to www.nazraanajewellery.com
About Rio Tinto Diamonds
Rio Tinto operates a fully integrated diamonds business from exploration through to sales and marketing. It is one of the world’s major diamond producers through its 100 per cent control of the Argyle mine in Australia, 60 per cent of the Diavik mine in Canada, 78 per cent interest in the Murowa mine in Zimbabwe and 100 per cent interest in the Bunder project in India.
Rio Tinto’s share of the production from its three operating diamond mines is sold through its sales and marketing office in Antwerp, with representative offices in Mumbai, Hong Kong and New York. It also operates a niche cutting and polishing factory in Perth for the rare pink diamonds from its Argyle mine. Rio Tinto is a leading supporter of the Kimberley Process, as well as a founding member of Responsible Jewellery Council. Website: www.riotintodiamonds.com
About Rio Tinto
Rio Tinto is a leading international mining group headquartered in the UK, combining Rio Tinto plc, a London and New York Stock Exchange listed company, and Rio Tinto Limited, which is listed on the Australian Securities Exchange.
Rio Tinto’s business is finding, mining, and processing mineral resources. Major products are aluminium, copper, diamonds, thermal and metallurgical coal, uranium, gold, industrial minerals (borates, titanium dioxide and salt) and iron ore. Activities span the world and are strongly represented in Australia and North America with significant businesses in Asia, Europe, Africa and South America. Website: www.riotinto.com