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.
MAM
Indigo appoints Aloke Singh as Chief Strategy Officer
Air India Express MD joins to steer global growth and operational efficiency.
MUMBAI: Indigo just recruited its next big strategist from the rival camp because when you’re chasing the skies, sometimes the best way to fly higher is to borrow the pilot who already knows the route. InterGlobe Aviation, parent company of IndiGo, announced on 23 March 2026 that its board has approved the appointment of Aloke Singh as Chief Strategy Officer. Singh, who most recently served as managing director and CEO of Air India Express, will lead enterprise-wide strategic planning, operational efficiency initiatives and the airline’s aggressive push into international routes.
Reporting initially to managing director Rahul Bhatia and later to Indigo’s incoming CEO Singh brings over three decades of experience across strategy, operations and commercial functions in aviation. At Air India Express he drove network expansion and performance turnaround, earlier roles at Air India and Oman Air sharpened his focus on long-term planning.
“Aloke brings an exceptional blend of strategic vision and operational depth,” Bhatia said. “His experience will be critical as Indigo seeks to build a more agile, resilient and future-ready organisation.”
The appointment arrives at a pivotal moment. Indigo, India’s dominant domestic carrier, has faced intense scrutiny after operational disruptions in December 2025 thousands of cancelled and delayed flights due to crew scheduling misalignments with new pilot fatigue norms triggering fines, passenger chaos and regulatory heat. Former CEO Pieter Elbers resigned in March 2026 citing personal reasons, though his exit followed sustained pressure from those setbacks and rising costs.
Singh described joining Indigo as “a pivotal moment” for both the airline and Indian aviation, as the carrier accelerates beyond its domestic stronghold into a more competitive global arena.
In an industry where turbulence is measured in both altitude and headlines, Indigo isn’t just hiring a strategist, it’s recruiting a steady hand to navigate from domestic dominance to international takeoff, one calculated flight plan at a time.
