MAM
TV actresses join Aishwarya Rai for Nakshatra launch
MUMBAI: Greek legend has it that diamonds are splinters of stars that have fallen to earth. But, the truth is that even diamonds need a 360-degree marketing spin!
The Diamond Trading Company (DTC) certainly knows how to stretch every rupee it spends on advertising and promotions. It used television actresses (from serials where it advertises) to walk the ramp and got popular Spanish fashion house Mango to sponsor the dresses! The company also knows how to create photo-opportunities galore by using a rare mix of photogenic television actresses and the one and only Miss Elegance personified Aishwarya Rai who actually made it to the venue in a wheel-chair!.
DTC launched brand ambassadress Aishwarya Rai’s signature collection from the Nakshatra Diamond Jewellery range – Ash’s Choice. At the launch function held on 7 May 2003 at JW Marriott Hotel, 10 television actresses from various TV serials walked the ramp even as an injured Rai held centre stage. TV personality Sajid Khan was the compere for the show!
The list of TV actresses included: Nigar Khan (Lipstick), Pooja Madan (Amaanat, Campus), Amita Nangia (Tara, Hum Paanch), Roopali Ganguly (Sanjeevani, Dil Hai Ki..), Prachi Shah (Kyunki Saas…), Kishwar (Kasautii Zindagi Kay), Shruti Ulfat (Chalti Ka Naam Antakshari), Tasneem (Kkusum, Kumkum), Shradha Nigam (Choodiyan, Krishna Arjun) and Smita Bansal (Amaanat, Sarhadein). It looks as if DTC must have roped in the actresses from all the serials in which it advertises!
Brand ambassadress Rai was quoted in a release as saying: “I am delighted to present my very own signature collection from the Nakshatra Diamond Jewellery range. I am certain that the chosen few women who will purchase jewellery from this range will experience as much delight in owning and wearing it, as I enjoyed putting it together. Every piece of Ash’s Choice is special to me and reflects a part of me. With my signature collection, I can reach out to women who possess my kind of spirit.”
DTC and Diamond Information Centre chief executive Devika Gidwani and Rai also lit the traditional lamp to commemorate the commencement of Nakshatra Utsav, a month diamond jewellery festival across 44 cities.
Gidwani says: “The Utsav will showcase all the designs of our exquisite diamond jewellery. We sought designs from some of the top designers in the country. What makes Ash’s Choice highly exclusive and elite is the fact that it is a limited edition of 1,000 pieces featuring 10 unique designs each personally selected and endorsed by our gorgeous brand ambassadress Aishwarya Rai.”
The collection will be available selectively only at 100 retail outlets in the entire country. DTC also announced that the Nakshatra Utsav has several dazzling surprises in store for consumers, including an “exquisitely designed and specially woven Nakshatra Kanjivaram sari in the rich aqua signature colour of Nakshatra for consumers who make purchases of Rs 30,000 or more.
Speaking to indiantelevision.com, Gidwani says: “We kicked off the promotion with Sony Entertainment Television’s Kahaani Terii Merii during the wedding season. In order to keep the hype and interest alive, we have conceptualised the Nakshatra Utsav. We shall be focusing on the trade for this promotion. We shall create the requiste ambience at each retailer’s outlet. We shall also offer a lot of incentives to the select group of retailers.”
The incentive to retailers is understandable considering the prices! Ash’s Choice will be available in two qualities VVS-G and VS-G and priced at Rs 50,000, Rs 75,000 and Rs 100,000. Each piece will be numbered distinctively and carry a special certificate issued and signed by Rai.
AD Agencies
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
