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Tanishq's Diamond Campaign Educates Consumers on the 4Cs

Apr 12, 2011 5:16 PM   By Jeff Miller
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RAPAPORT... The Tanishq jewelry brand in India along with legendary actors Amitabh  and  Jaya Bachchan have created a  forthcoming diamond campaign that  advocates consumer awareness at the point of sale.  The campaign is scheduled to air shortly.  Tanishq conceived of this concept to raise the level of consumer awareness on assessing the purity of diamond and gems using the  4Cs.

Sandeep Kulhalli, vice president of Tanishq, explained, "With the growing demand for diamond jewelry category that contributes major part of our sales, our major focus this year will be to offer high-quality diamond jewelry coupled with exquisite designs. Understanding the lack of awareness amongst customers in choosing right diamonds, we conceived the idea of educating our consumers through the ad campaign."

He added that, given the stature of the Bachchans, Tanishq sought someone who would "connect with people across a wide spectrum.

"The task seemed onerous considering diamonds is a complex subject. We needed to create something that conveyed the desired message in an uncomplicated way. In line with this thought, we zeroed in on Mr. and Mrs. Bachchan for this ad, whose combined fan following varies across 6 to 60 years of age, and will be desired personalities to reach out to the people easily spreading awareness on this precious jewel."

Amitabh Bachchan stated that this  campaign has helped him discover the finer details on buying diamonds. "I am confident that all viewers who watch this ad will appreciate the message that Tanishq wants to advocate to them."

Jaya Bachchan added that the campaign delivers what it promises to its consumers. "While working in this campaign I got to know that the genuine   diamond depends on the cut, clarity and carat of the diamond, irrespective of the size.

''It is important for each one of us to know these intricate details, especially if there are any inclusions or spots in them," she said. "Tanishq has brilliantly conveyed this message through the ad campaign."


Tags: Amitabh, diamonds, India, Jaya Bachchan, Jeff Miller, jewellery, Tanishq
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