82.5 Communications has secured the creative mandate from De Beers Group, the world’s leading diamond company, to amplify the allure of natural diamonds among Indian consumers. This partnership emerges as India cements its status as the world’s second-largest market for natural diamond jewellery.
De Beers aims to enhance the emotional connection consumers have with diamonds, highlighting their rarity, preciousness, and enduring value. “As a leader in the diamond industry, De Beers is focusing on growing the category,” stated Shweta Harit, Global SVP at De Beers Group. “Natural diamonds are rare and precious treasures, and we are committed to connecting people to their unique attributes through our promotional campaigns. This holistic effort will involve reaching out to consumers, closely collaborating with retailers, partnering with jewellery bodies, and empowering the entire industry. We are pleased to have 82.5 with us on this journey.”
To support its category development, De Beers utilizes proprietary diamond verification technology to ensure product authenticity, along with tools for tracing diamonds back to their source.
Kiran Ramamurthy, CEO of 82.5 Communications, remarked, “This isn’t just about creating compelling advertising; it’s about understanding the nuances of the jewellery retail landscape and facilitating effective retailer communication, ultimately driving tangible business impact for the entire category. We are honored that De Beers has entrusted this significant responsibility to us.”
Naveen Raman, Executive Vice President & Branch Head, 82.5 Communications – South, added, “We are excited to partner with De Beers, a brand synonymous with luxury, heritage, and unparalleled craftsmanship. Together, we look forward to shaping narratives that will resonate with a new generation of diamond lovers.”
This collaboration underscores De Beers’ commitment to investing in the Indian market and fostering a deeper appreciation for natural diamonds among consumers.
