Clea PR managing director Vinod G Nair said: "We have to focus on enhancing editorial share-of-voice for diamonds with key message placements so as to increase consumption of diamonds in India. In terms of branding, Clea will be building image and visibility for DTC and its brands, which include Nakshatra and Arisia, as well as supporting marketing initiatives and launching new ones."
On the corporate side, the agency will be expected to position DTC as the industry spokesperson for all matters related to the diamond industry. Nair added that redefining jewellery consumption trends in a traditional gold stronghold market like India would be a key challenge.
"Another challenge will be expanding the market through price penetration and brand proliferation to include non-buyers so as to create a long-term market, deep in terms of its potential," he said. Clea PR will also work on strategies to leverage the association of brand ambassadors such as Aishwarya Rai.
