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De Beers to Start Generic Marketing in India

Oct 5, 2016 8:40 AM   By Rapaport News
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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
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