The Gem and Jewellery Export Promotion Council (GJEPC) has announced OMD as its media agency. The council has taken the advertising route for the first time as they intend to aggressively the diamond market in India. The creative duties of the council are handled by McCann Erickson. The council’s ad spend ranges between Rs 15-20 crore.
The account was handed over to OMD after a multi-agency pitch involving Starcom and Lodestar Universal, informs a senior GJEPC official. According to the GJEPC official, the brand has always been advertising and pushing the gems and jewellery category abroad. But, after the recent ad campaigns and promotions by the Diamond Trading Company (DTC) came to an end, GJEPC took up the initiative of pushing the diamond category aggressively in India.
The Council will promote a national campaign, which will highlight the concept of a single line of diamond jewellery, titled Anant diamond jewellery. The Delhi-6 star, Sonam Kapoor is the official Brand Ambassador of the brand. The jewellery line will showcase rings, bangles, earrings and pendants with small and large diamonds.
The campaign will run for around 16 weeks, from September 2009 to February 2010. The media mix includes TV, vernacular dailies and magazines along with hoardings.
The Council has over 6500 members and primarily focuses on export markets but now aims to boost its sales in Indian markets as well.