Monday, 12th July 2004 (4845 views)

Veteran Indian actor Amitabh Bachchan has launched a new jewellery brand with UAE jewellery chain Damas Jewellery LLC around the world.

Damas has drawn up some very aggressive growth plans for the brand, Damas and Amitabh, including a high profile print and outdoor advertising featuring the legendry 'Big B'.

The new range of fine jewellery, watches and diamonds is an attempt to combine Amitabh's international appeal with Damas' vision of bringing beauty into everybody lives.

Mr Bachchan said: "The company (Damas) has a history dating back to 1907, the year when my father was born. It immediately struck an emotional chord with me and in a strange way I knew that I just had to join hands with Damas."

Tawhid Abdullah, managing director of Damas, added: "Mr Amitabh Bachchan stands for integrity, honesty, courage and character - qualities we associate with a globally-known brand like ours. Damas has built its reputation on generations of trust and we could have found no better ambassador for the brand than Mr. Bachchan."

The Damas brand has already received endorsements from international celebrities such as Claudia Schiffer, and Bollywood stars including Akshay Kumar, Suniel Shetty, Mahima Chudhary, Celina Jaitley and Simran.

 

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