Indian women's cricket captain is ambassador for Rio Tinto advertising campaign - As Real as You

Rio Tinto selects Indian womens cricket captain for campaign

Rio Tinto selects Indian women's cricket captain for campaign

Rio Tinto has launched an advertising campaign in India that will highlight a new range of fashion and bridal jewellery featuring Australian diamonds sourced from its Argyle mine.

As Real as You - an exciting campaign

The collections featured in the “As Real as You” campaign will be available at 63 retailers across India and will include designs using uncut diamonds, known in India as chakri.

Mithali Raj, captain of the Indian women’s cricket team, is the official ambassador for the new campaign, helping promote the popularity of diamonds in fashion and bridal jewelry, particularly for younger Indian consumers. Ms Raj said, “I am delighted to be a part of this Australian Diamonds campaign. Diamonds were once only accessible to kings and queens and Hollywood royalty. A campaign such as this makes these sought-after diamonds far more affordable to a broader range of consumers across India.”

Provenance in the diamond industry is paramount

Central to Rio Tinto’s Australian diamonds initiative in India is a leading-edge tracking system for monitoring the movement of Rio Tinto’s rough Australian diamonds from its Argyle mine through to finished jewellery. Thus, Rio Tinto will track the stones from mine to finished jewellery using its provenance system.

“Today’s consumer wants to know where their jewelry comes from, and the Australian Diamonds program celebrates Rio Tinto’s diamond heritage and pedigree from a clean, traceable source of diamonds,” said Vikram Merchant, director of Rio Tinto’s diamond sales and marketing activities in India. "The importance of provenance in the diamond industry has never been stronger and today the biggest opportunity for change lies in developing diamond jewellery offerings that track the diamonds from the mine to the market.”

Interested in working with Diamonds?

Many talented women work for Rio Tinto in the diamond industry. Exciting, fast-paced and adventurous careers abound. Join them!


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Disclosure: Where Women Work researches and publishes insightful evidence about how its paid member organizations support women's equality.

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