MAM
Toshiba launches ‘Bowl To Sachin’ campaign
MUMBAI: Toshiba India has launched the promotional campaign, Bowl To Sachin.
As part of the celebration, all Toshiba laptop or netbook buyers get an opportunity to participate in the lucky draw contest, out of which six winners would be able to bowl to its brand ambassador Sachin Tendulkar on 30 January 2011 at Phoenix Mills.
To participate in this campaign, customers need to purchase Toshiba laptops between 1 October 2010-31 January 2011 and complete the warranty registration online at the Toshiba India website within two weeks of purchase. This campaign includes a two-day all-expenses paid trip to Mumbai for the six winners to play with Sachin. These six winners who bowl to Sachin would be decided on a month on month basis starting from November 2010 till January 2011.
Besides this great chance to Bowl to Sachin, 1000 other prizes would be given away on the basis of lucky draws to the Toshiba customers. The first 500 prizes would be drawn on 10 December, 2010 and another 500 prizes would be drawn on 21 February 2011. Herein, lucky winners would get latest Toshiba laptops, netbooks and Tanishq Gold Vouchers ranging from Rs 3000 to Rs 9,000.
Toshiba India director, PC division Wu Tengguo says, “Festivity is already in the air in India with the festival of lights – Diwali just round the corner. Toshiba intends to spread more fun, excitement and joy amongst its customers with the launch of this campaign. It provides once-in-a-lifetime opportunity to six lucky winners to play with the legendary Batsman – a thought that most can only dream of but never pursue.”
Tendulkar said, “I definitely believe in the Toshiba credence of going that extra mile. I love this campaign since it gives me another chance to bond with my fans, celebrate my association with Toshiba and its valued customers, who value quality, technology and design, just like me. This promotional activity has been designed in a manner that I’ll be able to play with so many of my fans. I am ready to bat and face the chosen ones to bowl to me on 30 January and share some cherishable moments with them. This is my festival gift to all those who believe in Toshiba’s strong values.”
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.
