MUMBAI: De Beers Group has introduced an innovative gifting occasion to enhance the appeal of natural diamonds among younger consumers—the second ear piercing. Rooted in India’s traditional and modern rituals, this initiative seeks to strengthen consumer connections with natural diamonds.
The centrepiece of this campaign is the ‘Love, From Dad’ collection, designed to honour the unique bond between fathers and daughters. De Beers Group envisions this as a symbolic milestone—a daughter’s decision to get a second piercing representing her independence, marked with a timeless diamond gift from her father.
To expand its reach, the programme is integrated into the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC). Retailers who register at www.indraonline.in can access and customise campaign materials, attend virtual training on natural diamonds, and utilise INDRA’s WhatsApp platform for seamless engagement.
De Beers India MD Amit Pratihari remarked, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”
To further support Indian consumers, De Beers has launched a dedicated website, www.adiamondisforever.in, providing information on natural diamonds, a curated selection of diamond stud earrings for second piercings, and a store locator for participating retailers.
The campaign employs a comprehensive, multi-lingual approach spanning television, print, OOH, radio, influencer marketing, and social media, ensuring deep consumer engagement. Conceptualised and executed by 82.5 Communications, it aims to highlight the special father-daughter relationship through storytelling that resonates across diverse audiences.
82.5 Communications executive creative directors – south Sangeetha Sampath and Ravikumar Cherussola commented, “Relationships and diamonds have always been a rich space to explore. Our task was to identify a fresh take in this space. The world sees teenagers in a stereotypical way. But the dad sees his young teenager as an adult-in-training. Her overflow of emotions is a part of growing up, while she is figuring who she is and isn’t, like when she wants a second ear piercing. This campaign is a faithful portrayal of this dad-teenage daughter relationship.”
Rolling out just ahead of the festive season, the ‘Love, From Dad’ campaign aims to establish natural diamonds as the perfect expression of love and celebration.
