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European Tour launches latest campaign on YouTube
MUMBAI: They are more accustomed to producing fireworks on the golf course, but could The European Tour‘s best golfers set alight a barrel full of gunpowder on a pirate ship in the Scottish seas with a single strike of a golf ball?
The Every Shot Imaginable campaign, which was launched today on The European Tour‘s YouTube channel, endeavoured to find out as a select number of the best golfers in Europe attempted to utilise their prodigious talents in the most bizarre of fashions.
The campaign, which previously featured Englishman David Howell striking a gong in the middle of an Irish lake and Simon Khan shooting down an airborne clay pigeon with a wedge shot in the deserts of Dubai, took to the highlands of Scotland this time around.
In a live shoot from start to finish, European Tour pros Jeev Milkha Singh of India, Spain‘s Pablo Larrazabal, Scotsman Stephen Gallacher and Grégory Bourdy of France attempted to hit a gunpowder-filled barrel placed on a fishing boat-turned pirate ship 135 yards out to sea from Fort George Castle in Inverness, Scotland.
The European Tour members Darren Clarke, Martin Kaymer, Graeme McDowell, Rory McIlroy, Louis Oosthuizen and Charl Schwartzel winning the last six Majors in a row.
But when faced with the “Gunpowder” challenge, it took hundreds of attempts before one of the Tour‘s top golfers could hit the gunpowder barrel and set the sky alight.
Speaking at the launch of the “Gunpowder” edition of the Every Shot Imaginable campaign on YouTube, Jeev Milkha Singh said, “Shooting the film was a crazy experience here in Scotland. We had more than 300 tries for the gunpowder shot before one of us hit the barrel and lit the fire-crackers. It was raining and the winds were too strong but that was the challenge and all enjoyed it.
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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.
