Rio Tinto to be Lead Sponsor of New Indian Diamond Jewelry Promotion Initiative

Rio Tinto announced it will be the lead sponsor for the new India Diamond Jewelry Promotion campaign.

The campaign, referred to as Anant, meaning ‘Eternal", was launched in Mumbai on September 16.

 The aim of the program is to work with Indian retailers and diamond jewellery manufacturers to drive domestic demand for diamonds, and strengthen India’s share in the international market for diamonds and diamond jewelry.

The Anant campaign will be implemented from September 2009 to February 2010 and will cover 15 major Indian cities targeting 1.5 million affluent consumers.