Tarsem crafts magic with new Nakshatra ad

Company release, September 1, 2004

New Delhi

Nakshatra is sparkling brighter than ever. With the coming together of the talented international ad filmmaker Tarsem Singh, and the alluring Aishwarya, advertising might never be the same again. Known for its stunning ads, the latest Nakshatra diamond jewellery commercial, Eclipse, goes a step beyond art. Tarsem has captured facets of Aishwarya Rai in the surreal setting of Sossusvlei in Namibia. Aishwarya's exquisiteness, Tarsem's vision and the esoteric world of vast space, endless horizons, dramatic desert-scapes and jagged mountain heights have synergised in harmony to bring out the essence of Nakshatra.

A rage in the Indian market since 2000, Nakshatra was the first brand to be launched by the Diamond Trading Company to accelerate the growth of the diamond jewellery market in India. It has since then become the leading branded jewellery collection in the country. Seventy per cent of retail outlets stocking Nakshatra credit the brand with playing a key role in boosting overall diamond jewellery sales, increasing the number of customers visiting the store.

Cherie Saldhana, Marketing Director, India - Diamond Trading Company - India, says, "Nakshatra has always been known for its innovative advertising where the best talents come together. Nakshatra is a contemporary classic that stands for all the power, beauty and symbolism of the celestial world. It adds to a woman's self-assurance and enhances her personality and appearance. Nakshatra symbolizes the emerging of the woman from her traditional role to asserting herself."

Aishwarya sports a completely new alluring look, with her wardrobe designed by Ashley from India and Zelda from London. The post-production of the film was done in South Africa. People haven't stopped talking about Aishwarya's new alluring look and the beauty of the Nakshatra design. JWT and Tarsem's collaboration on the new Nakshatra film with its spectacular imagery is bound to create waves for the brand in the Indian jewellery market.

With exquisite designs of earrings, finger-rings, bracelets and pendants, Nakshatra captures the essence of Indian tradition and presents it in modern designs. The timeless classic, the 6+ stone circular cluster with a diamond in the center has crossed all cultural boundaries and is essentially seen as a must have in every woman's jewellery Collection today. Nakshatra is stocked in all major jewellery stores across India. A certificate of authenticity with a special hologram is issued with every piece of Nakshatra Diamond Jewellery.

Eclipse

This is the first time that Tarsem has shot for an Indian brand. The 60-second film conceptualized by J Walter Thompson, is a depiction of how the radiance and brilliance of Nakshatra transforms a dancing Apsara, whose energy and vitality is waning because the universe is in the midst of an eclipse. In a magical moment, the eclipse clears to reveal that the sun is actually a brilliant, sparkling circular Nakshatra. The Apsara now infused with radiance, dances with frenetic energy and a raw magnetism that defies the universe to ever be eclipsed again.

The film has strong celestial imagery and also emphasizes the circular cluster design of Nakshatra. The powerful visual imagery in the ad is larger than life, almost magical and dazzles with its haunting beauty that lingers. The ad successfully captures the essence of Nakshatra diamond jewellery. It conveys once again that diamonds are a miracle of nature and nothing could either replace or replicate it. The magic, mystique and ethereal nature of the commercial summarize the character of a real diamond.

In its first year since the launch, Nakshatra was awarded the Effie (Silver) in 2001, the Effie (Bronze) in 2002. In 2003, the Nakshatra Utsav was awarded the Best Trade Promotions Award at the McDowell's Signature All India Promo Awards.

For further details please contact:

Pooja Ahluwalia (IPAN)

Phone: 011-52492100

E-mail: pooja@ipan.com