The Gem & Jewellery Export Promotion Council (GJEPC), the apex industry body has signed a MoU to launch Generic Diamond Promotion Campaign in association with De Beers in its endeavor to increase diamonds & diamond jewellery sales in India to begin with. The proposed campaign will be undertaken in the coming months, just ahead of festive and marriage season of the year 2016-17 to revive the demand for diamonds and diamond jewellery. This campaign will also assist in clearing existing diamond jewellery stock lying with the retailers and thus boost the demand.

 The Campaign, which is being developed by De Beers, shall mainly comprise of ATL activities such as TV & print advertising and BTL activities like POS material for the retail outlets with a dedicated call centre to guide consumers for more details on products and its availability in the listed stores/retailers. 

As per the comprehensive research undertaken by De Beers, there is significant amount of Diamond Jewellery in ‘Cluster Settings’ available with Retailers. Hence, the current campaign will push diamond jewellery of this particular setting.