Diamond World reports that the Gem and Jewelry Export Promotion Council (GJEPC) and GJF will launch a marketing campaign all over India - the 'Indian Diamond Jewelry Promotion' campaign – with the aim of stimulating sales of diamond jewelry at a stage when markets are beginning to pick up. This initiative is being launched during the peak of the gold jewelry purchasing season in 15 cities that account for 80% of India’s fine jewelry sales.

India’s peak diamond jewelry acquisition season takes place in the latter part of the year, which is full of festive celebrations and weddings. The 'Indian Diamond Jewelry Promotion' campaign is to be kicked off between September 19, 2009 and February 14, 2010. The campaign’s target is 1.5 million affluent jewelry consumers.

The campaign is being promoted by Prasad Kapre, formerly of DTC India. The campaign involves consolidated efforts on the part of fine jewelry manufacturers and retailers. Some 80% of the overall revenue will be spent on media advertising including print, TV and Internet.

The GJEPC estimates that some 200 fine jewelry retailers and 40 diamond jewelry manufacturers will participate in the project. Some 60 fine jewelry retailers have expressed an interest in the campaign, while 20 manufacturers have already confirmed their participation.