I love diamonds: Priyanka

Bollywood’s ‘fashion’able Priyanka Chopra is the latest brand ambassador of Gitanjali Group’s Asmi range of jewellery.

The Gitanjali Group is India’s largest fully integrated diamond and jewellery manufacturer and retailer and the pioneer of branded jewellery in India. Which makes it an honour for Priyanka to endorse the brand. “I am quite simplistic in my taste of diamond jewellery. I believe in myself and the brand also stands for women who believe in themselves, women of spirit, something which I personally identify with it. Asmi identifies with almost everything I stand for which is why I feel great endorsing it,” Priyanka states.

What’s more, the new Asmi TVC is said to be modelled on the actress’ life. “I am playing myself. The ad film is almost like a day in the life of Priyanka Chopra, it’s about various instances, things and moments that happen to me. I have fears too but it’s ok for you to feel scared. It shouldn’t take one away from success, from being independent and strong, from achieving your dreams and that is what this TVC and the brand Asmi is all about.”

Diamonds are a girl’s best friend, but what does Priyanka think of diamonds? “Diamonds can never be taken away from women. No woman would like to part with them. Diamonds make a women complete. I love diamonds,” smiles Priyanka. “The word ‘Asmi’ in Sanskrit means, ‘I Am’. That’s exactly what the modern Indian woman stands for today. She has stepped out of the shadows and is charting her own destiny. Free-spirited, independent, confident and yet feminine in every respect, that is the Asmi woman.

So when it came to finding a woman for the TV commercial, the choice was a unanimous one: Priyanka Chopra. An achiever in her own right, independent and the epitome of grace and beauty, she is truly a woman of spirit. She is the Asmi woman in the television commercial and in life,” says Gitanjali Group chairman Mr Mehul Choksi. Asmi is a premium diamond jewellery brand from the Gitanjali Group, one of the leading names in the luxury-lifestyle retail space today.