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Nirav Mondi

Indian jeweler Nirav Modi is accompanying its growing retail presence with an advertising #campaign shot by Peter Lindbergh.

As Nirav Modi opens additional boutiques around the world, its first advertising #campaign outside its home market, featuring a cast of international models, will help the jeweler spread awareness of its offerings. Last year, Nirav Modi opened its first United States boutique on New York’s Madison Avenue, acknowledging the importance of a strong bricks-and-mortar strategy to cull global consumers’ sentiment.

“The overall objective of the #campaign is to garner maximum reach and awareness globally,” said Olivier Rose Van Doorne, Worldwide Creative Director + President of Select World, New York.

“Nirav Modi has a very strong #brand presence in India, and the goal is to establish Nirav Modi as the first Indian luxury brand globally—especially in other key markets such as the United States, United Kingdom and Hong Kong,” he said.

“The #campaign, shot by Peter Lindbergh and featuring Rosie Huntington-Whiteley, Andreea Diaconu and Lisa Haydon, creates an instant icon and brings credibility to the #brand while introducing the brand’s three pillars: Extravagant Discipline, how we describe our products; Igniting Femininity, what we believe the jewels do to the woman and No One Shines Brightest Alone, the emotional cultural effect that the #brand believes.”

Read the full article on luxurydaily.com here (by Jen King).