Rio Tinto Diamonds launched a new consumer advertising campaign for its Nazraana initiative. Nazraana is the company’s flagship marketing initiative to promote affordable diamond gifts in India.

The new campaign features the tag line, “the heart that gifts a diamond, shines like a diamond”. It encompasses print, digital and cinema advertising. The campaign is designed with a focus on the person giving the gift, reinforcing stories of the joy of giving and tapping into the emotions and timelessness associated with diamonds.

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.

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.”

The jewellery is retailed across Nazraana retail outlets.