Rio Tinto has launched a campaign called “As Real As You” in India to push a new range of affordable bridal and fashion jewelry from the company’s Argyle diamond mine in Australia.
The official ambassador for the new campaign is Mithali Raj, captain of the Indian women’s cricket team. According to a press release, the affordable jewellery collections are available across 63 retailers in India and include designs using uncut diamonds from the Argyle mine.
Vikram Merchant , director of Rio Tinto’s diamond sales and marketing activities in India, said: “Today’s consumer wants to know where their jewelry comes from and the Australian Diamonds programme celebrates Rio Tinto’s diamond heritage and pedigree from a clean, traceable source of diamonds”.
