Sonam Kapoor Is Face Of Jewellery Campaign

Published on 15/10/09

The Anant India Diamond Jewellery Promotion campaign (IDJP) has added Bollywood star Sonam Kapoor as its star face.

The campaign that will cover 15 major Indian cities will target 1.5 million affluent consumers.

Launched in Mumbai on 16 September and referred to as Anant, meaning ‘Eternal', the campaign aims to work with Indian retailers and diamond jewellery manufacturers to drive a domestic demand for diamonds and also strengthen India’s share in the international market for diamonds and diamond jewellery.

The new and innovative campaign that will be in force till February 2010 has Rio Tinto as the lead sponsor.

Said Rio Tinto General Manager for the sales and marketing for all diamonds, Jean-Marc Lieberherr, “Given its historical diamond jewellery manufacturing capability, India is well placed to reap the rewards of this campaign that will play a driving role of the Gem and Jewellery Export Promotion Council (GJEPC).”

Rio Tinto, which recently celebrated its 20 years presence in India, has a strong track record of unique partnerships with the Indian diamond industry, including creating awareness and acceptance of Indian made diamond jewellery in the US that has paved the way for direct sales to US retailers.