Rio Tinto’s ‘As real as you’ campaign add sparkle to the glory of Australian diamonds

By retailj July 5, 2018 08:37

Rio Tinto’s ‘As real as you’ campaign add sparkle to the glory of Australian diamonds

Diamonds are real, as real as the emotions of today’s empowering women, their beliefs, expectations and ambitions.  To drive home the point, mining giant Rio Tinto (RT) launched its latest campaign ‘As real as you’ at Taj Hotel, Santacruz, Mumbai.

It throws a new light on the transforming role and mind set of modern women. The campaign gives a contemporary twist to the conventional idea of men gifting diamond jewellery to women while bringing out the element of individuality in her ‘real’ self as it shows her indulging in self-purchase of diamonds, sometimes even on behalf of her husband.

Emcee-ed by Bollywood actress Suchitra Pillai, the event started with an inaugural speech by Josephine Johnson, director, global marketing, Rio Tinto. “Everyone wants to know the origin of the products they consume and provenance runs in the profile of Rio Tinto. We’ve been in India for over 30 years and the Argyle Mine is nearing its 34th anniversary,” said Johnson.

Mentioning its foray into The United States and having 600 million impressions on their 6 designs of Australian diamonds on Amazon, Johnson briefly touched upon its seamless blockchain technology and its ultimate association with Argyle mine. “We’re doing business with 60 plus Indian retailers,” she added.

Thereafter, Vikram Merchant, Rio Tinto director (India office) deliberated on the importance of transparency and its need in jewellery business. Sharing a series of media headlines over several topics such as the Lightbox collection and ethical diamond mining, he stated that a few companies have actually benefitted from challenging market conditions and that with so few companies having access to verified information of their product source, provenance would help earn more revenue to many.

“After the recent scam in the industry, many retailers couldn’t verify authenticity of products in their supply chain, thus tainting their hard-earned reputation. We have two mining operations in Australia and Canada. Thus, it’s all the more necessary to ensure where each of our diamond comes from. We leverage existing tracking mechanisms and have segregated diamond tracking from jewellery tracking so as to assure manufacturers that the diamonds used in their jewellery are from us,” Merchant said. The entire system is audited by a 3rd party.

Talking about their Chain Of Custody (COC) initiative, Merchant said the system assures that the diamonds are of known natural origin, responsibly sourced from RT’s mines. Eco-friendly extraction processes and due diligence to human rights of the workers adds responsibility to RT’s features. The leading edge tracking system are audited by international company RCS Global across 40 audit points and 20 data collection points from Rio Tinto’s point of sale to the retailer. The data collection points would feed RT’s blockchain software. To convey the assurance to end consumers, Merchant said that 493 manufacturing units comprise Rio Tinto’s first tier of supply chain and that in 2018, there would be 1200 provenance audits and 690 audits on responsible sourcing of diamonds.

RT has also gone ahead with standardising testing equipment and is working on framing a synthetic testing protocol that adds loose and polished diamonds to its repertoire of uncuts. From parcel tracking of small diamonds to single store and mine of origin, Merchant also introduced RT’s new film-based learning for retail store staff. The film ‘Circle of Confidence’ can be accessed online through a mobile app.

Ameer Ismail, chief growth officer, Point 9 Lintas, then launched the ‘As real as you’ campaign where the focus was on real emotions of today’s women. The TVC shown then focussed on amusing interactions between a couple wherein the woman gets what she wants, because she deserves the special treatment. The beauty and originality of Australian diamonds came out from the chemistry between the couple. The practicality of the advertisement impressed the audience thoroughly.

Rio Tinto 2018 brand ambassador and captain of India’s women cricket team, Mithali Raj

The stage was then set for Rio Tinto 2018 brand ambassador and captain of India’s women cricket team, Mithali Raj. Talking about the campaign, Raj praised its uniqueness and natural beauty. She then shared her challenges as a budding cricketer, the bias and lack of adequate training facilities which she overcame by becoming professional in 1994. “While I trained initially, I was the only woman in a field full of male players. After the response we got for our performance in World Cup, I see women have an equal occupancy on playground. I see mothers take a serious interest in the nuances of cricket, for the sake of their sports-loving daughters. The current generation is very lucky,” she maintained.

“I started playing cricket after my father, also a cricket lover, encouraged me. Initially it was a hobby but then the struggle and the zeal for excellence kept me going and I’ve arrived at this stage of my life because I’ve earned it through my hard work. I deserve this and so does every woman who loves diamonds,” she said.

“The smile you see on a woman’s face when she wears a diamond jewellery piece can’t be recreated with anything else. Diamond personifies purity and I feel if I’m paying a handsome amount for a luxury item, I’d want to verify its purity and that’s what Rio Tinto has been doing through its latest campaign. I wish all the best for this endeavour,” Raj said.

She then shared her experience of buying a diamond during her South Africa trip. “As a customer, I was ignorant about the mandatory background check of diamonds but I was given certificates that showed how my product was sourced. That was heartening to me and I feel Rio Tinto’s campaign is appropriate for today’s women who want to be cherished, loved and appreciated for their work,” said Raj.

Courtesy: The Retail Jeweller News Service

By retailj July 5, 2018 08:37
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