The diamond industry is set to see more action. Laxmi Diamond, owner of brands like Cygnus, is geared to make its presence felt and launch more brands by Diwali this year. For this, the company has signed on Carat Media as its media partner. Meridian Advertising will handle the creative duties. The account size is currently in the vicinity of Rs 8-10 crore.
Confirming the above, Mahendra Ruparel, GM, Marketing, Cygnus, said, “We were in talks with other agencies, but decided to partner with these agencies as they not only have strong credentials but also understand what we want better.”
Elaborating more on the media partner, Ruparel said, “Carat Media has some very interesting tools, which would benefit us significantly. They have tools, which can offer details down to the number of walk-ins in a showroom before and after a campaign. We are looking forward to seeing some good work from them.”
Laxmi Diamond has largely been in the export business and is a DTC site holder since 1995. Internationally, it has presence in markets like New York, Antwerp, Hong Kong, the US and Bangkok. In India, too, it has presence in cities like Mumbai, Pune, Nagpur, Ahmedabad, Kokata, and Bangalore among others.
The company was recently in the process of putting the distribution of its brand Cygnus in place. Ruparel explained that since that had been taken care of now, they decided to rope in professional help for their marketing and communication.