MAM
MAX van on Mumbai roads to promote channel
MUMBAI: After Gully Cricket, it is the MAX ‘van’ which will hit Mumbai roads to promote the channel and its various programmes.
The Max van will tour the city and stop at key locations from the 15- 17 December 2002. The van with its posters of Bollywood stars, movies and a huge screen will screen clips of the blockbusters and movie programming. It will also announce the various offerings that the channel has in store for its viewers, states a release. People can join the van at any of the locations and participate in the games and contests and win exciting prizes, it adds .
“MAX has a line-up of some great entertainment and programming in the coming months , and we would like to provide our viewers and fans with a sneak preview,” MAX executive vice -president and business head Rajat Jain was quoted as saying in the release.
After Mumbai, the MAX van will travel to other cities in the northern, western and eastern regions of India.
Brands
De Beers & GJEPC partner JioStar to promote diamonds in cricket broadcasts
New JioStar tie-up blends sport and style as diamonds shine on and off pitch
MUMBAI: De Beers Group has teamed up with the Gem & Jewellery Export Promotion Council to bring natural diamonds into India’s cricket broadcasts, marking an unusual crossover between sport and sparkle.
The collaboration, in association with JioStar, will see women anchors adorned with natural diamond jewellery throughout the cricketing season, adding a premium visual layer to studio coverage. From statement necklaces to cocktail rings and stacked bracelets, the idea is to place diamonds squarely in the spotlight of one of India’s most-watched formats.
In a first, the broadcast will also feature a weekly segment titled ‘Real Diamonds of the Week’, celebrating standout cricketing performances while drawing a parallel with the rarity and resilience associated with natural diamonds.
Beyond the studio, the campaign leans into a broader cultural shift. Cricketers Abhishek Sharma and Suryakumar Yadav front the initiative, reflecting a growing acceptance of diamonds as a form of everyday self-expression, including among men.
“India is reimagining its relationship with natural diamonds, and our partnership with JioStar is a celebration of that evolution,” said De Beers Group SVP Shweta Harit. She added that, much like cricket, natural diamonds represent something earned, enduring and rare, now increasingly tied to personal identity rather than just milestone occasions.
Echoing the sentiment, Gem & Jewellery Export Promotion Council chairman Kirit Bhansali said India is fast evolving from a manufacturing hub into a major consumer market for diamond jewellery. He noted that with India already the world’s second-largest diamond jewellery market and projected to reach Rs 1,500 billion by 2030, the cricket broadcast offers a powerful platform to connect with younger audiences.
The partnership also underscores a wider ambition within the industry to reposition natural diamonds as relevant, contemporary and woven into everyday culture.
From pitch-side drama to studio style, diamonds are stepping off the pedestal and into the mainstream, proving they can play the long game as well as any seasoned cricketer.
