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D’Damas picks Sonakshi Sinha as its new face

The diamond jewellery brand launches new campaign conceptualized by Percept/H to take its brand positioning forward.

BestMediaInfo Bureau | Delhi | May 30, 2011

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D’Damas, one of India’s leading diamond jewellery brands announced the stunning bollywood beauty Sonakshi Sinha as the new face of the brand. D’damas, which is the only brand in the country having distinct sub-brands, also unveiled its new campaign. It takes the brands current positioning of ‘Celebrate Always’ forward with a fresh and more relevant execution and imagery, personified by Sonakshi Sinha. Beginning with the print ad, the campaign will soon be supported by television commercial featuring Sonakshi. The campaign is conceptualized by Percept/H.

D’damas sub-brands caters to the moments like marriage, special occasions and religious or for pure indulgence. It thus gives its consumers not only ample choice to select from the wide range but also possibilities to own more diamond jewellery to celebrate all moments and make each moment of one’s life really special.

Excited about her association with D’Damas Sonakshi Sinha says, “It feels great to be the brand ambassador of D’Damas! I connect with D’Damas because I personally live each moment to the fullest and believe in celebrating life. D’Damas adds celebration to both ordinary and even the everyday special occasions. When I want to celebrate any happiness in life I turn to D’Damas.”

RK Menon, COO, D’damas Jewellery India Pvt Ltd. added, “Sonakshi Sinha is the face of the new Indian woman who is confident, versatile and has got tremendous self-belief. She has the charisma, grace, beauty and the attitude that goes perfectly with the brand image. We wanted an ambassador who is not only popular but at the same time exemplifies the true Indian beauty thereby establishing a connect with the Indian audiences and Sonakshi completely fits the bill.”

The campaign captures the essence and Sonakshi’s expression of joy as she celebrates the small moments in life that bring her happiness. It amplifies her beauty and appeal, making her more real and relatable. It also captures the celebration of moments that enhance Sonakshi’s beauty and the jewellery.

The campaign revolves around the memorable moments of one’s life, both of the ordinary, everyday kind as well as the special once-in-a lifetime ones such as experiencing the first rays of the sun emerging through darkness, the unique experience of being a bride, enjoying the merriment at festivals like Diwali. Whatever the moment ordinary or special D’Damas will add a sparkle to your joy and add to your celebration to make those moments live on!

Commenting on the association Shardah Uniyal, GM Marketing – Gitanjali Group says, “D’damas stands out in the jewellery sector as a brand unique for its ability to make life’s every moment special. Life with D’damas thus becomes a journey of “Celebrating Always


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