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RAPAPORT... Diamond and jewelry brand D’damas unveiled its new ''Dazzle the World'' campaign in India's leading dailies and lifestyle magazines, featuring brand ambassador Sonakshi Sinha. The concept and production was led by JWT's creative team Aditya Kashyap and Hemangi Chawda, and it centered around Sinha wearing a diamond necklace and bracelet from D’damas.  Kashyap explained that D’damas’ previous positioning tapped small celebrations in life. ''We decided that it was time for the brand to move out of the current zone and by doing so we would be broadening the positioning and not restricting it only to celebration.'' Sinha added, ''I have been lucky enough to endorse D’damas, which accentuates the beauty of a women. D’damas has a gorgeous and affordable range available in a myriad of designs that appeal to both traditional and modern look. I am pleased to be associated with India’s leading jewelry brand and Gitanjali Group.'' Elaborating on the campaign, D’damas' CEO, Partha Pratim Chaudhuri, said, “The brand is already well-established as one that offers vast choices and easy availability. We felt it necessary to focus attention on another facet of its personality that has emerged as we evolve to the next stage of development – the magnificent designs and craftsmanship. Due to these attributes, D’damas jewelry will make every woman the center of attraction, whether it is a smaller piece for daily wear, or a spectacular one for a special occasion.''
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