Lara Dutta unveils ASMI’s new jewellery collection at Atria Mall
ASMI ties-up with Lara’s forthcoming film “Chalo Dilli”
Mumbai, April 20th 2011
ASMI, one of India’s leading diamond jewellery brands, owned by the Gitanjali Group, announced the launch of an all new jewellery collection at the Atria Mall showroom. The new collection was unveiled by Bollywood Actress Lara Dutta. ASMI is associated with her forthcoming Hindi film “Chalo Dilli”.
Asmi is the first jewellery brand to address the needs of the new Indian woman; one who has come into her own; asserting her identity, making her own destiny, rewarding her toils – and therefore, buying her own jewellery and not waiting to be gifted.
ASMI’s new chandelier collection is dazzling and elegant which are suitable for all occasions and moods. ASMI’s range for the modern Indian woman gives her chance to express confidence and celebrate her independence. The chandeliers are classy, and has a feminine look that is distinctly evocative of strength and grace.
Speaking on the occasion, Suresh Krishnan, National Sales Manager, Asmi Jewellery, said, “ASMI salutes the spirit of womanhood and celebrates her achievements with this new collection. We are glad that the gorgeous Lara Dutta will be unveiling this range and are happy to be associated with her upcoming film Chalo Dilli. We are confident that the new collection will be much appreciated by our loyal customers.”
The ASMI brand caters to today’s new age Indian woman and salutes her spirit of womanhood by celebrating her independence & achievements. In line with its brand values, ASMI has chosen to tie-up with Lara Dutta’s latest film “Chalo Dilli”. The film promises to take the audience on an adventurous road trip across India and showcase her encounters with real people.
On this occasion actress Lara Dutta Said, “I am glad to promote my movie through such an apt platform. Chalo Dilli is about a modern woman’s journey across India and her ways of dealing with people from all walks of life. ASMI is a brand which not only caters to us woman with their jewellery but also helps celebrate the many successes we achieve
Movie Synopsis:
Chalo Dilli is a piece of comedy and guarantees audience laughing off the seats. The film is directed by Shashant Shah of Dasvidaniya fame and is a journey of the two protagonists. The entire journey will showcase the real colourful India and the funny people in it.
The film makes a great watch as it a brilliant collaboration if good content, strong script, great performances. This is the first time that actress Lara Dutta will be seen sharing screen space with the comedian Vinay Pathak.
About ASMI
Asmi is one of India’s leading diamond jewellery brands launched initially by Diamond Trading Company (DTC) before being handed over to Gitanjali Group.
Asmi in Sanskrit means “I AM”, which stands for the woman with a distinct identity. Asmi signifies the spirit of the modern Indian woman who is aware of her inner strength and has repeatedly proven that she can excel in any field she chooses. Asmi caters to the women of substance & satisfies her mind for rewards recognition, evolving continuously to suite her style & personality. Asmi jewellery has a contemporary delicate and feminine look that is distinctly evocative of strength & grace. In brief Asmi is for the woman of spirit.
About Gitanjali Group
Gitanjali Group is one of the largest integrated diamond and jewellery manufacturers and retailers globally. It was the pioneer of jewellery branding in India, launching Gili in 1994, and owns most of the leading jewellery brands in the country including Asmi.
The Group`s activities are spread across the entire value chain from sourcing and processing rough diamonds to manufacturing, branding and retailing gold and diamond jewellery.