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Rio Tinto Launches ‘As Real as You’ India Campaign
Jul 3, 2018 8:23 AM
By Rapaport News
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RAPAPORT... Rio Tinto has launched an advertising campaign in India that
will highlight a new range of fashion and bridal jewelry featuring Australian
diamonds sourced from its Argyle mine.
The collections featured in the “As Real as You” campaign will
be available at 63 retailers across the nation, and will include designs using
uncut diamonds, known in India as chakri.
The miner will track the stones from mine to finished jewelry
using its provenance system.
“Today’s consumer wants to know where their jewelry comes from,
and the Australian Diamonds program celebrates Rio Tinto’s diamond heritage and
pedigree from a clean, traceable source of diamonds,” said Vikram Merchant,
director of Rio Tinto’s diamond sales and marketing activities in India.
Mithali Raj, captain of the Indian women’s cricket team (pictured), will be
the official ambassador for the new campaign.
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Tags:
‘As Real as You’, Argyle, Australian Diamonds, India, Mithali Raj, Rapaport News, Rio Tinto, Vikram Merchant
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