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Tarsem recreates ‘Eclipse’ with Aishwarya magic for Nakshatra

04-September-2004
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Tarsem recreates ‘Eclipse’ with Aishwarya magic for Nakshatra

Diamond Trading Company (DTC) has finally released the much talked-about Nakshatra ad campaign featuring Aishwarya Rai as the brand ambassador. Cherie Saldhana, DTC’s Marketing Director, said the new campaign on Nakshatra’s diamond jewellery range was developed by JWT and shot by international ad filmmaker Tarsem. A budget of Rs 10 crore has been earmarked for promoting this collection.

As Saldanha said, electronic media would be the primary vehicle for the promotion. The ad campaign has been built around the theme of an eclipse. The 60-second commercial is a depiction of the radiance and brilliance of Nakshatra that transforms into a dancing Apsara. Known for its stunning ads, the latest Nakshatra commercial goes a step beyond art. Tarsem has captured facets of Aishwarya Rai in the surreal milieu of Sossusvlei in Namibia.

“Aishwarya’s exquisiteness, Tarsem’s vision and the esoteric world of vast space, endless horizons, dramatic desertscape and jagged mountain heights – all have come together to bring out the essence of Nakshatra,” says Saldanha. In the commercial, the former Miss World sports a completely new alluring look, with her wardrobe designed by Ashley from India and Zelda from London.

Saldanha further added, “Nakshatra has always been reckoned for its innovative advertising where the best talents come together. Nakshatra is a contemporary classic that stands for all the power, beauty and symbolism of the celestial world.”

About DTC’s corporate plans, Saldanha said, “We are now seriously looking at growing the market by introducing more brands and also reinforce our distribution network. We intend launching multiple diamond jewellery brands across all sizes and grades. Consumers will be offered a differentiated product.”

Nakshatra was the first brand launched by DTC. At present 70 per cent of the diamond retail outlets in India have this collection.

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