Tuesday night saw the launch of Ddamass latest jewellery collection, inspired by the film Zinda, at a suburban five star hotel in Mumbai. Although, the main event started three hours later than the scheduled time, it was quite a spectacle. Sanjay Gupta, Sanjay Dutt, John Abraham and Lara Dutta were present at the occasion. The show kicked off with a performance by Shibani Kashyp, followed by a fashion show. The grand finale was in the form of a performance by the Pakistani band Strings. They were joined by Sanjay Dutt and John Abraham on stage. Representatives at Ddamas believe that their line Glitterati, inspired by Zinda, is synonymous with Bollywood itself. The association will definitely prove to be beneficial for the jewellery brand as well as the movie.