Gitanjali Launches Celebrity Endorsement For CZ Jewelry

Cricketer Sreesanth (left) and film star Riya Sen are Rivaaz's brand ambassadors

(IDEX Online News) - DTC Sightholder Gitanjali Group is using two of India’s most popular cultural segments, Bollywood and cricket, to promote its line of cubic zirconium (CZ) jewelry. The group announced last Friday that film star Riya Sen and cricketer Sreesanth will be the new celebrity endorsers for its jewelry brand Rivaaz.

The Rivaaz is a line of 18K gold jewelry set with CZ. The new celebrity endorsers were chosen keeping in mind the focus of the brand on the youth segment. A series of new marketing campaigns targeting the youth market and featuring the two stars will soon be launched.

Shardah Uniyal, general manager marketing of the Gitanjali Group, said the brand had grown rapidly since its launch and now features a strong presence in the north, north-east and eastern markets of India, with 125 retail outlets serviced by 11 distributors.

The group now intends to focus on the western and southern markets, planning to be present in 400 outlets, including 20 exclusively for the brand, by 2015.

“We have always worked closely with film stars and sports personalities, who help establish a connection between our brands and end-consumers and we are happy to associate with two well known stars from these field,” Uniyal observed.