MAM
This Deepawali, Vi invites Mumbaikars to brighten up the lives of the underprivileged
Mumbai: Deepawali, the Festival of Lights is associated with brightness, beauty and bounty. It is a time for families, friends and communities to come together and rejoice in the festive spirit. As Maximum City – Mumbai, gets bedecked for the occasion, India’s leading telecom operator Vi is embracing the spirit of inclusivity with a special initiative to spread cheer amongst the less privileged.
Vi’s recent campaign, Be Someone’s We showcases that even a small gesture is enough to make someone feel less left out, less lonely and cared for. Infusing the joy of giving during this festive period, Vi’s Deepawali initiative urges Mumbaikars to gift clothes, toys and books that can help bring joy and smiles to those who do not have the privilege of receiving Deepawali gifts.
Starting 8 November, select Vi stores in Mumbai will accept contributions of gently used or new clothes, toys and books. For the convenience of those who might be travelling or caught up with festive chores, Vi stores in Mumbai will continue to accept such contributions till 17 November. Vi has partnered with local NGOs in Mumbai who will undertake the task of distributing these items to the needy in their locations.
Extending his Deepawali greetings to the residents of Mumbai, Vodafone Idea cluster business head – Mumbai Sumit Agarwal said, “Mumbaikars celebrate all festivals with fervor and enthusiasm and Deepawali is the biggest annual festival. This Deepawali, we are following the cadence of Vi’s campaign, Be Someone’s We. In the midst of this auspicious time of sharing, caring and giving, Vi is requesting citizens to be thankful for their good fortune and do their bit for the less privileged, bring a little joy to their lives. Together, we can ensure that everyone has a truly Happy Deepawali and no one feels left out or lonely”.
In the true spirit of the city that embraces all who come here and enables them to thrive, Vi requests Mumbaikars to open their hearts and participate in the Be Someone’s We Deepawali initiative, in large numbers.
Be Someone’s We reflects the collective effort to extend the joy and warmth of Deepawali to those who may be deprived of it due to various circumstances. It underscores the commitment of Vi to share the spirit of togetherness and inclusivity with all members of society. Vi wishes everyone a safe and happy Deepawali!
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.
