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Elements inspire Dimexon’s global campaign
The concept profiles the company’s end to end solutions
By: Diamond World News Service
Jul 18 2008 5:35PM
Reference: 2840  

‘Elements’- the concept, has inspired the second global advertising campaign of the Dimexon Group. The execution of the campaign explains diamonds as a natural element, by juxtaposing it against the elements of nature – ice, sand, forests, waterfalls and more. Speaking on the reason to opt for this creative approach for its communication, Mr. Sagar Joshi (Head, Marketing) said “The new campaign comprises of 6 subjects that feature models framed by natural backdrops like snow, beach, waterfall, forest and grotto. They wear exquisite diamond jewellery and since diamonds are a natural gem, in all visuals they are juxtaposed as elements of nature. So we have scintillating icicles, glittering sand grains, sparkling droplets, shimmering snow and twinkling stars cuing the fact that diamonds are part of nature and seamlessly blending with exquisite jewellery.

The creative has been shot in multiple locations in South Africa. Joshi added “The new campaign showcases Dimexon as an end to end manufacturer; from fine diamonds to exquisite jewellery. The campaign’s international look perfectly complements the Dimexon Group’s status as one of the world’s largest, most trusted diamond and jewellery manufacturers”. Dimexon is a leading diamond and jewellery company, specialising in round brilliant cut and a partner for major jewellery and watch brands worldwide. The company is a DTC Sightholder and a Select Diamantaire of Rio Tinto. Dimexon’s first global campaign in 2006 centred around the creative inspiration - ‘Senses’, which narrated the company’s leadership and positioning of a ‘Future Ready’ company through the baseline “Tomorrow, Today.”

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