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Ira diamond jewellery fuses with Nikhil Advani's forthcoming film Salaam-e-Ishq that is releasing tomorrow. SEI compiles of six different love stories, which intermingle at the end of the movie.

While IRA diamonds make occasions of gifting, proposing and engagement very special, aesthetic and memorable, not only in real life but also in the film. Three couple from the film namely Salman - Priyanka, John - Vidya and Akshaye - Ayesha will be seen exhibiting these exotic jewels.

MATES, the entertainment unit of Madison Communications, who is instrumental for the in-film and co-branded promotion of the film with Ira Diamond Jewellery states that the association of the brand in the film and around it makes a natural integration, as the core proposition of both the brand and the film is LOVE and its expressions, thus giving the brand relevant exposure with a recall.