MUMBAI: Former Miss World Aishwarya Rai may be hogging the limelight for various reasons but it hasn't dented her popularity with clients who use her as a brand ambassadress.

Diamond Information Centre's (DTC) premium diamond jewellery brand Nakshatra will soon unveil Rai's own signature diamond jewellery collection - being billed as what DTC claims to be a "never-seen-before, exclusive facet of the range". This collection will reflect the beauty and personal choice of the glamourous Bollywood actress. WPP Media, DTC's media agency has already developed its strategy to promote the launch across various platforms.

A press release states that the new series will have "stunning designs and surpass contemporary diamond jewellery collections in sheer beauty and exclusivity". Nakshatra, a collection of modern jewellery designed as a cluster of five-seven diamonds, has been inspired by the traditional kuda-jodi. The release also adds that Nakshatra has 200 new designs stocked at various points of sale in the entire country.

While speaking to indiantelevision.com, WPP Mindshare media planner Mahua Chattopadhyay says: "For Nakshatra, we advertise throughout the year on TV and popular women's magazines. The ad spend peaks during the festive season. Nakshatra has benefitted from several co-branding opportunities due to its association with Aishwarya!"

Chattopadhyay also adds that they are using a lot of interactive innovations in order to ensure top-of-mind recall for the brand. "Recently, we partnered with Sony Entertainment Television for the Kahaani Terri Merri Nakshatra contest. There was a perfect synergy between the grandeur of the Balaji serial and value proposition of the brand," adds Chattopadhyay.

Diamond Trading Company also conducted the ASMI woman achiever's awards in order to strike a bond with its target audience. The brand custodians claim the core proposition is still in sync with the famous ad copy which says that "diamonds are a woman's best friends!"