De Beers’ Father’s Day campaign boosts natural diamond appeal among young buyers

MUMBAI: Diamonds may be forever, but De Beers is proving that meaningful moments can make them even more memorable. Building on the momentum of its debut edition, De Beers Group has returned with its Father’s Day campaign, Love, From Dad, using the growing popularity of second piercings among young women to strengthen the emotional appeal of natural diamonds.

The campaign positions a second piercing as more than a fashion choice, presenting it as a milestone of self-expression and individuality. By linking the occasion to the bond between fathers and daughters, De Beers aims to reinforce natural diamonds as a meaningful gift that marks life’s important moments.

According to the company, the latest phase of the campaign delivered a 12 per cent increase in consumer consideration for natural diamonds. Across its two editions, Love, From Dad generated 1.78 billion impressions, highlighting growing engagement with younger consumers and the category overall.

Commenting on the initiative, De Beers Group India country head, category marketing Toranj Mehta said, “One of our key priorities is to create meaningful and culturally relevant occasions that strengthen the desirability of natural diamonds among consumers.” She added that the second-piercing trend offered an opportunity to connect with younger audiences through a moment rooted in individuality while reinforcing the rarity and authenticity associated with natural diamonds.

To broaden the campaign’s appeal, De Beers collaborated with Pankaj Tripathi for a Father’s Day film centred on encouragement, trust and the evolving father-daughter relationship. The campaign also featured a conversation on modern fatherhood led by Twinkle Khanna, joined by Atul Khatri, Samir Soni, Dabboo Ratnani and Varun Duggirala, who shared personal experiences of raising daughters.

The campaign extended beyond advertising into stores, supported by a contemporary natural diamond jewellery collection designed specifically for second piercings. A multi-platform media strategy spanning television, print, digital, radio, cinema and outdoor advertising helped amplify the message across key markets.

Perhaps the strongest impact came at the retail level. The initiative was rolled out across 52 partner stores, including Forevermark outlets, in nine cities including Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune, Lucknow and Nagpur. Fathers and daughters were invited to exchange letters, participate in live radio interactions and capture memories through professionally curated photo sessions.

The activations attracted more than 3,100 visitors and generated over 1,400 registrations, demonstrating strong consumer participation and extending the campaign’s emotional resonance beyond a traditional retail experience.

A key role in the programme was played by the Indian Natural Diamond Retailer Alliance (INDRA), developed by De Beers in partnership with the Gems & Jewellery Export Promotion Council. Through INDRA’s digital platform, retailers gained access to localised marketing tools and consumer outreach solutions designed to translate the campaign’s storytelling into meaningful in-store engagement.

By combining consumer insight, emotional storytelling and retail collaboration, De Beers has turned a simple Father’s Day campaign into a broader effort to make natural diamonds relevant for a younger generation. The result is a strategy that is not just sparkling on the surface but delivering measurable engagement where it matters most.