Rio Tinto has launched a new television campaign to support Nazraana™, its flagship diamond jewellery initiative in India and will air the advertisements throughout the 2014 festive season in India.

The concept of the Nazraana™ brand is inspired by the royal gift giving rituals of past eras. The brand itself is a collection of diamond jewellery gifts for all celebratory occasions.

Rio Tinto Diamonds India representative office manager Vikram Merchant who is responsible for the Nazraana™ initiative said “The television advertisements celebrate the gift giver and evoke the delight of diamond jewellery gifts that is enshrined in the tagline ‘The heart that gifts a diamond shines like a diamond’.”