MUMBAI: Jewellery brand, Tanishq, has associated with movie-stars Amitabh Bachchan and Jaya Bachchan for their forthcoming diamond campaign.

The campaign that is scheduled to go on air in mid April, aims to create awareness on how to evaluate the purity of these precious stones at the time of purchase.

According to an official statement, this ad will educate consumers about the 4Cs: cut, clarity, colour and carat.

Tanishq vice president Sandeep Kulhalli said, "With the growing demand for diamond jewellery category that contributes major part of our sales, our major focus this year will be to offer hi-quality diamond jewellery coupled with exquisite designs. Understanding the lack of awareness amongst customers in choosing right diamonds, we conceived the idea of educating our consumers through the ad campaign."

On Tanishq‘s association with the Bachchans, Kulhalli said that for this campaign they needed someone who would reflect the brand‘s standing, and connect with people across a wide spectrum.

"We needed to create something that conveyed the desired message in an uncomplicated way. In line with this thought, we zeroed in on Mr. and Mrs Bachchan for this ad, whose combined fan following varies across 6 to 60 yrs of age, and will be desired personalities to reach out to the people easily spreading awareness on this precious jewel", Kulhalli added.

Said Amitabh Bachchan, "I am glad to be a part of this ad campaign. This campaign has helped me discover the finer details on buying diamonds besides giving me an opportunity to create awareness on this rarest and most beautiful form of the precious stone."

Added Jaya Bachchan, "While working in this campaign I got to know that the genuinity of a diamond depends on the cut, clarity and carat of the diamond, irrespective of the size. It is important for each one of us to know these intricate details, especially if there are any inclusions or spots in them."