Mithali Raj named official ambassador of Rio Tinto’s ‘As real as you’ campaign
Rio Tinto‘s Australian Diamonds programme has launched its new campaign in India with Indian women’s cricket team captain Mithali Raj as the official ambassador. Through its campaign titled ‘As real as you’ the company aims to promote its diamonds in fashion and bridal jewellery space in India.
The campaign highlights Rio Tinto’s new range of affordable bridal and fashion jewellery from the company’s Argyle diamond mine in Australia.
Commenting on her association, Raj in a statement said, “I am delighted to be a part of this Australian Diamonds campaign. Diamonds were once only accessible to kings and queens and Hollywood royalty. A campaign such as this makes these sought-after diamonds far more affordable to a broader range of consumers across India.”
Vikram Merchant, director of Rio Tinto’s diamond sales and marketing activities in India said, “Today’s consumer wants to know where their jewellery comes from and the Australian Diamonds programme celebrates Rio Tinto’s diamond heritage and pedigree from a clean, traceable source of diamonds.
“The importance of provenance in the diamond industry has never been stronger and today the biggest opportunity for change lies in developing diamond jewellery offerings that track the diamonds from the mine to the market,” Merchant added.
The jewellery collections showcased in the campaign will be available across 63 retailers in India.
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