De Beers, GJEPC Launch Diamond Campaign in India

Mumbai–The United States isn’t the only place where consumers will be seeing more diamond advertising this fall.

The Gem & Jewellery Export Promotion Council (GJEPC) and De Beers have jointly launched a “much-needed” generic marketing campaign for diamonds in India.

The campaign, which started on Oct. 10, is aimed at woman between the ages of 25 and 35 who have a “hectic” lifestyle but also a craving for romance, the GJEPC said.

It is slated to run for three months across TV, print and digital, with impressions peaking during the festive season, which includes the Indian holidays of Dusshera, Dhanteras, Diwali and Karva Chauth, and Christmas.

The GJEPC said the campaign is designed to revive demand for diamonds and diamond jewelry in India, which, like the rest of the world, has struggled in recent years due to the economic slowdown and competition from other luxury goods.

“The generic marketing of diamonds was a need of the hour for the industry to revive its sales,” the council said.

In the U.S., a generic marketing effort for diamonds also is underway, created by the Diamond Producers Association and ad agency Mother New York.

Unveiled earlier this month at an event in New York, the “Real is Rare” campaign is aimed at millennial consumers.

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