Rio Tinto has launched a diamond jewellery television campaign in India to support its flagship diamond jewellery initiative and brand, Nazraana.

The traditional brand is inspired by royal gift-giving rituals and comprises collections of diamond jewellery gifts for special occasions.

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Rio Tinto Diamonds India office manager Vikram Merchant, who is responsible for the Nazraana initiative, commented: “The television advertisements celebrate the gift giver and evoke the delight of diamond jewellery gifts that is enshrined in the tagline ‘The heart that gifts a diamond shines like a diamond’.”

Existing commercials include ‘Slurp’ and ‘Surprise Gift’, which can be seen below.

The new television advertisements will be shown throughout the 2014 festive season in India to encourage further brand awareness and sales.