D'Damas, one of India's leading diamond jewellery brands, announced Bollywood actor Sonakshi Sinha as the new face of the brand.

"D'damas, which is the only brand in the country having distinct sub-brands, also unveiled its new campaign. It takes the brands current positioning of ‘Celebrate Always' forward with a fresh and more relevant execution and imagery, personified by Sonakshi Sinha," said an official spokesperson.

Excited about her association with D'Damas, Sonakshi said, "It feels great to be the brand ambassador of D'Damas! I connect with D'Damas because I personally live each moment to the fullest and believe in celebrating life. D'Damas adds celebration to both ordinary and even the everyday special occasions."

"When I want to celebrate any happiness in life I turn to D'Damas," she said.

RK Menon, COO, D'damas Jewellery India Pvt Ltd., "Sonakshi Sinha is the face of the new Indian woman who is confident, versatile and has got tremendous self-belief. She has the charisma, grace, beauty and the attitude that goes perfectly with the brand image.

"We wanted an ambassador who is not only popular but at the same time exemplifies the true Indian beauty thereby establishing a connect with the Indian audiences and Sonakshi completely fits the bill."

The campaign captures the essence and Sonakshi's expression of joy as she celebrates the small moments in life that bring her happiness. It amplifies her beauty and appeal, making her more real and relatable. It also captures the celebration of moments that enhance Sonakshi's beauty and the jewellery.

The campaign revolves around the memorable moments of one's life, both of the ordinary, everyday kind as well as the special once-in-a lifetime ones such as experiencing the first rays of the sun emerging through darkness, the unique experience of being a bride, enjoying the merriment at festivals like Diwali.