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GJEPC & De Beers jointly launch Mega Campaign for Generic Promotion of Diamond Jewellery

05 october 2016
The Gem & Jewellery Export Promotion Council (GJEPC) and De Beers have jointly announced the launch of the much needed generic promotion campaign for diamonds. The campaign, a big step to revive diamond market, will be rolled out nationwide on 10th October.
With this campaign, the industry has started its effort to revive the demand for diamonds and diamond jewellery. The industry has witnessed a hard phase during the last 2-3 years due to other competitive products; and the global economic slowdown has further resulted slow demand for the diamond jewellery in the consumer segment.
GJEPC Chairman Praveenshankar Pandya said, “Looking at the slow demand for diamond jewellery, the deliberation among the industry stakeholders for such a campaign has been going on since some time now. I am glad that along with De Beers we have been able to take the first step in reviving the demand for diamond and diamond jewellery. Through this campaign, we expect to bring back the excitement back to the category and increase the consumers’ awareness about the diamonds and its prices.”
Stephen Lussier, Executive Vice President, Marketing, De Beers Group; Chief Executive Officer, Forevermark, said “De Beers is working closely with the Gem & Jewellery Export Promotion Council to develop a category-based marketing campaign over the key selling season in India. India continues to be one of the top performing markets where diamond consumption is concerned. It is thus imperative to protect and grow diamond equity and this will require a sharp focus on consumer confidence and consumer demand. With this campaign we aim to retain and mature the preference and purchase of diamonds in this market.”
The campaign which is expected to hit the Country on 10th October, will target women falling in the age group between 25 to 35 who has a hectic lifestyle and craving for romance and pampering. As a start, the campaign would run for 3 months across TV, Print and Digital. Promotions will be at its peak during the forthcoming festive season.

Aruna Gaitonde, Editor-in Chief of Asian Bureau, Rough & Polished