Ira Launches Diamond Jewelry in Partnership with Bollywood Film

Ira Diamond Jewellery, an Indian brand owned by Interjewel, recently launched its Ira-Love Story 2050 collection, inspired by the upcoming Bollywood film Love Story 2050.

Ankit Mehta, director of Ira Diamond Jewellery commented, “This association of Ira with Love Story 2050, one can say, is merely the tie-up of a winning jewelry brand with a film that will make waves and will set the box-office registers ringing.”

The Ira brand has partnered with various movies in the past and says that they understand the impact of Bollywood films on the masses. In this case particularly, the theme of the movie – love – fits with the brand’s message and gives the company a platform to communicate to a larger audience, they say.

The Ira Love Story Collection includes pieces with brown and white diamonds and matte gold finish rings and earrings. The brand is also releasing other ‘allied’ promotions with the film such as a coffee table book and a contest.