MAM
Adani Group expresses gratutude towards frontline warriors
MUMBAI: Adani Group has joined hands with DDB Mudra, to salute the frontline warriors with a heartwarming film, #GoodnessNeverStops. The film pays homage to the workforce at Adani Group for its relentless efforts and unwavering support during the lockdown amid the COVID2019 crisis.
The film narrates how Adani Group’s engineers, security personnel, healthcare professionals and sanitation workers have been stepping out each day to make sure the citizens of the nation do not go without essential services. The film is an extension of the group’s philosophy of ‘Growth with Goodness’, where each of their business has evolved to play a part in empowering India.
While the entire nation has come to a standstill, Adani Group’s army of heroes continue to do their jobs to ensure that essential goods and services are delivered to the citizens of the country. Hundreds from the Adani Group’s workforce at ports, power plants, transmission sites, edible oil refineries, residential townships and city gas distribution businesses have been working seamlessly so that lockdown does not impact the basic needs of people.
Elaborating on the objective of the campaign, Adani Group group president – corporate brand custodian Paresh Chaudhry said, “This crisis demanded continuous supply of certain essentials so that people can stay indoors safely. Thanks to our ever-reliable workforce, we were able to deliver when it mattered the most. This film is our tribute to our workforce and to all those who are working relentlessly to help bring the country back to normalcy.”
Talking about the concept and execution, DDB Mudra VP – strategy Shekhar Pandey said, “In this unprecedented scenario, there are so many fellow citizens who are putting duty and the country above everything else. This film is our tribute to all such brave hearts who are truly demonstrating the goodness that is inherent in humanity. As we faced various execution-related limitations due to lockdown, we decided to take up the animation route and produced this film totally in-house at our Ahmedabad office.”
The film was released on Adani Group’s social media handles and has received over half a million views across Facebook and Instagram.
Link to work: https://www.facebook.com/AdaniOnline/videos/227697331787084/
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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.
