- (India) Winners to be announced on 2nd January, 2010


The Gem & Jewellery Export Promotion Council launched ‘ANANT’, campaign to promote Single Line Diamond Jewellery in India. The first phase saw extensive marketing promotional activities through OOH, advertising and PR activities. ANANT now enters a very intriguing phase where GJEPC along with Rio Tinto will focus on the retailer’s contribution to the entire Campaign.

As part of its sponsorship of Anant, Rio Tinto organized the ‘Anant Shooting Star Contest’ wherein the best Anant in-store display and promotion will be awarded by Bollywood starlet Sonam Kapoor. Sonam Kapoor was introduced in September as the ‘Face of Anant Single Line Diamond Jewellery’ and with this contest, she would in person acknowledge and award the effort of retailers across the country.

This contest is announced across 13 regions during the last week of December, 2009, and the winners will be declared on 2nd January, 2010. During the last week of December, a photographer will be visiting all the participating retailer outlets with Anant in-store point of sale material, the snaps would then be handed over to the panel of judges who would then select and award the winner.

The winner would be felicitated with an award by Rio Tinto & GJEPC representatives. However the highlight of this contest remains Sonam Kapoor’s visit to that one destined winner who made that extra effort to promote & showcase Anant Single Line Diamond collection at their respective outlet. In addition, extensive media coverage will be generated around this activity promoting Anant, Sonam’s visit and thus the retail outlet in the process. While for the regional winners, there will be in-store award presentation by Rio Tinto and GJEPC representatives, Anant showing trays and award certificates signed by Sonam Kapoor. All the participating retailers will be given certificates and Anant coffee mugs signed by brand ambassador Sonam Kapoor.

Anant jewellery (www.anantjewellery.com), the string of single line diamond jewellery, is now available across 200 outlets in 22 cities with leading jewellers, brands and chain-stores like Reliance, Tanishq, Orra and Gitanjali. The GJEPC has been promoting Anant across print, electronic and outdoor media. Currently, hoardings have been put up in Mumbai, Coimbatore, Baroda, Lucknow, Chandigarh, Rajkot, Hyderabad, Bangalore, Kolkata, Akola, Kanpur, Chennai, Cochin, Nagpur, Jaipur, Ahmedabad and Delhi.

This GJEPC joint initiative with Gold Souk, Rio Tinto, International Gemological Institute (IGI) and All India Gems and Jewellery Trade Foundation (GJF) which will go on till the mid of February promises to promote diamond jewellery trade in India.