MAM
Muster Maven bags marketing mandate for Recon Oil
MUMBAI: Muster Maven, business and brand consultants, has won pan India marketing mandate for Recon Oil Industries. The win comes on the back of a multi-agency pitch.
As a part of the mandate, Muster Maven will be working on the development of business plan including marketing, distribution, sales promotion and communication strategy for all the brands of Recon Oil Industries. This process will be done in order to support the brand’s sales and distribution team in the market.
Muster Maven CEO Vinod Gaikwad said, “Recon Oil Industries is a very prestigious account for us. We are excited to work with Recon Oil Industries and put all our energy and efforts to ensure that this association benefits both brand and business.”
Iqbal Ahmed, Recon Oil Industries chairman and managing director said, “We have chosen a team of young and energetic sales and marketing enthusiasts of Muster Maven through a competitive evaluation process. Muster Maven will work on our existing flagship brands. The young team will bring to the table a lot of energy and innovative ideas to give a fresh brand appeal and reach the target audience in the most effective and integrated way.”
MAM
De Beers launches ‘A Diamond Is Forever’ centenary book
Visual retrospective traces 100 years of iconic slogan and cultural impact.
MUMBAI: De Beers just dropped a century’s worth of sparkle between two covers because when a four-word line becomes forever, even the book needs a forever title. De Beers Group has released A Diamond Is Forever: The Making of a Cultural Icon 1926–2026, a landmark visual retrospective celebrating 100 years of shaping the modern perception of natural diamonds. The book traces how the brand transformed diamonds from elite heirlooms into universal symbols of love, commitment and personal achievement, with rare archival material, campaign highlights and cultural commentary.
At its core is the legendary 1947 slogan “A Diamond Is Forever,” penned by N.W. Ayer copywriter Frances Gerety. The four words redefined diamonds as eternal promises, earning the title of the 20th century’s greatest advertising slogan from Advertising Age in 1999. The book explores how this idea and others like the “Two Months’ Salary” guideline and the “Right Hand Ring” influenced social rituals, female independence and consumer behaviour worldwide, including in India, where diamonds shifted from gold-centric traditions to emotionally resonant milestones.
Beyond marketing, it showcases collaborations with artists like Pablo Picasso, Salvador Dalí and Raoul Dufy, alongside icons such as Marilyn Monroe and Elizabeth Taylor. Later campaigns, including the 1990s “Shadows” series set to Karl Jenkins’ Palladio, reinforced diamonds as timeless and unique. The narrative also addresses today’s focus on provenance, sustainability and ethical stewardship, positioning natural diamonds as symbols of both enduring love and responsible luxury.
The book arrives as De Beers marks a century of innovation in luxury marketing, from the Great Depression to the era of conscious consumption, offering a rare window into one of advertising’s most enduring brand stories.
In a world where trends fade fast, De Beers didn’t just sell diamonds, it sold forever, and now it’s bound the proof in pages that will outlast even the hardest carat.
