Mumbai: Building on the success of its inaugural edition, De Beers Group has returned this Father’s Day with the latest edition of its campaign, Love, From Dad, celebrating the emotional bond between fathers and daughters while tapping into the growing consumer trend of second piercings among young women.
Positioning second piercings as a milestone of self-expression and individuality, the campaign seeks to elevate the occasion through meaningful gifting moments. Through this initiative, De Beers Group reinforces natural diamonds as symbols of rarity, authenticity and enduring emotional value.
The campaign forms part of De Beers Group’s broader strategy to create culturally relevant moments that strengthen consumer affinity and desirability for natural diamonds among younger audiences.
Commenting on the campaign, Toranj Mehta, Country Head – Category Marketing, De Beers Group India, said, “One of our key priorities is to create meaningful and culturally relevant occasions that strengthen the desirability of natural diamonds among consumers. The growing second piercing trend presented a unique opportunity to connect with a younger audience through a milestone rooted in self-expression and individuality. With Love, From Dad, we sought to bring emotional significance to that occasion through the father-daughter relationship while reinforcing the rarity, authenticity and enduring appeal of natural diamonds. The campaign’s strong performance demonstrates the power of combining compelling storytelling with relevant consumer insights to drive engagement and consideration.”
For the latest edition, De Beers collaborated with actor Pankaj Tripathi, who featured in a campaign film centred on themes of encouragement, trust and the evolving father-daughter relationship. The film highlighted how fathers continue to support their daughters as they embrace individuality and define their own journeys.
Extending the conversation around contemporary fatherhood, the campaign also featured a Father’s Day dialogue hosted by Twinkle Khanna, joined by personalities including Atul Khatri, Samir Soni, Dabboo Ratnani, and Varun Duggirala, who shared reflections and experiences of being fathers to daughters.
The initiative was supported by a curated collection of contemporary natural diamond jewellery designed specifically for second piercings and amplified through a multi-channel media strategy spanning television, print, digital, radio, cinema and out-of-home platforms.
According to the company, the campaign moved beyond awareness generation to drive stronger consumer consideration. The latest phase delivered a 12% uplift in consumer consideration for natural diamonds, while both phases of the campaign together generated 1.78 billion impressions, indicating increased engagement with the category among younger consumers.
De Beers also extended the campaign experience into retail through immersive activations across 52 retail partner stores, including Forevermark diamond jewellery stores, across Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune, Lucknow and Nagpur.
As part of the activations, fathers and daughters exchanged personal letters celebrating their relationships, participated in live radio interactions with popular RJs, and captured memories through professionally curated photography experiences.
The retail initiative attracted more than 3,100 visitors and generated over 1,400 registrations, reflecting strong consumer participation and emotional resonance.
Supporting the retail outreach was the Indian Natural Diamond Retailer Alliance (INDRA), developed by De Beers Group in partnership with the Gems & Jewellery Export Promotion Council (GJEPC). Through INDRA’s digital ecosystem, participating retailers received access to localized marketing assets, customizable communication tools and targeted outreach solutions.
With Love, From Dad, De Beers Group continues to strengthen its efforts to build meaningful gifting occasions around natural diamonds while driving relevance and consideration among a new generation of consumers.
