The Dimexon Group diamond and jewelry company has launched its second global advertising campaign, named ”Elements,” which was photographed across multiple locations in South Africa.
“The new campaign showcases Dimexon as an end to end manufacturer; from fine diamonds to exquisite jewelry,” said Sagar Joshi, head of marketing for the Mumbai, India-based company.
The previous campaign launched in 2006, named “Senses” unveiled the new Dimexon logo and helped communicate its leadership and its positioning of a ‘Future Ready’ company through the baseline “Tomorrow, Today.” It emphasized how Dimexon is a truly global company that understands its customers and is keen to fulfill their present or future needs.
The new campaign uses six subjects with models wearing diamond jewelry and framed by natural backdrops such as snow, beach, waterfall, forest, and grotto.
“Since diamonds are a natural gem, in all visuals they are juxtaposed as elements of nature,” Joshi said. “So we have scintillating icicles, glittering sand grains, sparkling droplets, shimmering snow, and twinkling stars cuing the fact that diamonds are part of nature and seamlessly blending with exquisite jewelry.”