Aishwarya Rai Adds Dazzle To De Beers Promotion  ( May '9,2003, FE)

Occasion No 1 : An unexpected date with with Aishwarya Rai, the vivacious, scintillating, reigning damsel of Bollywood, now rechristened as the Global Goddess.

Occasion No 2 : Superlative launch of Ash’s Choice, her signature collection, yet another range of Nakshatra, the most successful range of branded diamond-studded jewellery from Diamond Trading Company (DTC, De Beers marketing arm) at the hands of the most beautiful of brand ambassadors.

Occasion No 3 : Promotional launch of the Ash’s Choice that marks the beginning of Nakshatra Utsav, the month-long the diamond jewellery festival across 44 cities in India.

The collective efforts of the DTC, the marketing arm of De Berrs and J Walter Thompson is expected to pay off much, much more than what the organisers had bargained for.

But then the Ash’s toe was known to have been fractured over a month ago, and she was forced to take rest. The rest seemed to have done her good and as the recovery was fast as there was no trace of discomfort in her appearance. She was at very her best at the launch of ‘Ash’s Choice’ where she made her first public appearance post accident — initially through a televised image that irritated her fans. But then when she finally did appear in person... well, she was reclining on a sofa — Cleopatra style! that enthralled the participants.

“Every part of the Ash’s Choice collection is special to me and reflects a part of me”, said Ash to the select gathering of the fans and participants of the promotional extravaganza. “I am thrilled that with this, my signature collection, I can reach out and share this special feeling with other select women, who possess my kind of spirit”.

Said DTC director, Devika Gidwani: “The Nakshatra Utsav will showcase all the designs of our exquisite diamond jewellery from this range and the launch of Ash’s Choice provides a once-in-a-lifetime chance to possess distinctive jewellery from Ash’s very own signature collection”.

Nakshatra, the Indian name for constellation of stars in the sky, was launched in November 2000.