News

Advanced Search

De Beers to Start Generic Marketing in India

Oct 5, 2016 8:40 AM   By Rapaport News
Email Email Print Print Facebook Facebook Twitter Twitter Share Share
RAPAPORT... De Beers and the Gem & Jewellery Export Promotion Council (GJEPC) unveiled a generic marketing campaign to promote diamonds and diamond jewelry in India.

The program will launch October 10 ahead of the key holiday selling season, targeting women from 25 to 35 with a “hectic lifestyle and craving for romance and pampering,” the GJEPC said. It will initially run for three months on television, print and digital media, peaking during upcoming holidays including Dusshera, Dhanteras, Diwali, Karwa Chauth and Christmas.

The marketing push will also feature a dedicated website for consumers to access retailers’ names, addresses and contact numbers.

“Two to three years” of difficult market conditions due to “other competitive products” and a global economic slowdown have necessitated a marketing campaign, according to the GJEPC.

“Through this campaign, we expect to bring back the excitement back to the category,” said Praveenshankar Pandya, chairman of the Indian trade body.
Tags: christmas, De Beers, Diwali, Gem & Jewellery Export Promotion Council, GJEPC, holiday season, India, Praveenshankar Pandya, Rapaport News
Similar Articles
Diamond jewelryDPA to Amplify Female Self-Purchasing Message
Jun 05, 2018
The Diamond Producers Association (DPA) is planning a campaign focused on boosting demand among female self-purchasers. “We’ve
Ruchita Sharma GJEPCIndia’s GJEPC Hires Marketing Chief
Jan 09, 2018
The Gem & Jewellery Export Promotion Council (GJEPC) has recruited Ruchita Sharma as executive director
© Copyright 1978-2018 by Martin Rapaport. All rights reserved. Index®, RapNet®, Rapaport®, PriceGrid™, Diamonds.Net™, and JNS®; are TradeMarks of Martin Rapaport.
While the information presented is from sources we believe reliable, we do not guarantee the accuracy or validity of any information presented by Rapaport or the views expressed by users of our internet service.