MAM
De Beers sets its intentions high with a cosmic spin on diamond desire
MUMBAI: When the universe sends a sign, De Beers wants it worn around your neck. With a celestial wink at the booming culture of manifestation, De Beers Group has launched Love From Universe, an integrated campaign that reframes natural diamonds as modern talismans of clarity, intention and self-belief, rather than ornamental luxury.
At the centre of the campaign sits the Natural Diamond Intention Pendant, designed for women who see jewellery not merely as adornment but as an emotional ritual, aligned to purpose and personal visioning. It taps into a cultural moment where affirmations, vision boards and cosmic alignment have become part of the everyday vocabulary of ambition.
The hero film, starring Shreya Dhanwanthary, captures this shift beautifully. Set against the quiet focus of a 2026 vision-board ritual, the narrative follows a woman articulating her aspirations with intention culminating in the striking realisation, “To manifest my best life, a billion years of cosmic energy, from nature’s heart to mine; a natural diamond.”
What might once have been a gift now becomes a conscious choice rooted in self-worth.
To extend the universe further, De Beers has enlisted Tamannaah Bhatia, Athiya Shetty and Sania Mirza, each using the Intention Pendant to express their personal manifestation journeys. From athletic resilience to artistic reinvention, their creator-led storytelling underscores the campaign’s positioning: diamonds as companions in growth, not trophies.
Adding to the momentum is Manifestival 2026, an immersive IRL experience inviting creators to craft vision boards in a guided, shared environment transforming self-reflection into a social, cultural experience.
Love From Universe is no soft launch. De Beers is rolling out a 360° push across 16 cities, using television, print, radio, cinema, outdoor, digital and social formats. Mumbai and Delhi lead the pack with marquee print placements and premium outdoor, giving the campaign both cultural salience and top-funnel dominance.
The pendants will be available through 20 plus manufacturing partners’ national retail networks, with customisable campaign assets accessible on the INDRA (Indian Natural Diamond Retailers Alliance) portal, enabling retailers to tailor storytelling for their markets.
Running through January 2026, the campaign smartly aligns with the season of resets when consumers are already reflecting, re-evaluating and setting intentions. By positioning natural diamonds as symbols of personal clarity rather than festive gifting, De Beers signals a shift in luxury behaviour, inward, intentional, individual.
With Love From Universe, De Beers continues its effort to anchor natural diamonds in contemporary emotional language keeping them timeless, yet tuned into evolving codes of self-expression and modern spirituality.
The Natural Diamond Intention Pendants are now available across natural diamond jewellers nationwide.
MAM
Axis Bank launches ‘Dil Se Open – ASLI KYC’ campaign
Bank shifts from compliance to genuine customer connection through five heartfelt films.
MUMBAI: Axis Bank has just taken KYC from paperwork to people-work because when bankers truly know their customers, even the forms start smiling. Axis Bank is setting a new benchmark in brand storytelling with its latest campaign, ‘Dil Se Open – ASLI KYC’. More than a marketing push, the initiative signals a cultural shift within the bank, empowering employees to move from reactive service to proactive engagement.
The campaign builds on the long-running ‘Dil Se Open’ philosophy, rooted in warmth, empathy, kindness, positivity and openness. Since 2018, these values have shaped Axis Bank’s approach to forging deeper customer relationships.
The new chapter infuses this foundation with greater proactiveness. Through five evocative films, KYC is elevated from a regulatory checklist into a storytelling platform that reveals the human side of banking. Each story shows bankers proactively uncovering unspoken dreams and aspirations, then matching them with suitable solutions.
The films cover diverse scenarios: a banker stepping into the world of a wildlife photographer to recommend appropriate insurance; learning Sanskrit to connect with an elderly customer under the Silver Linings programme; researching a restaurant’s surroundings to enable expansion via a collateral-free loan; studying Gen Z preferences to support a fashion designer’s international plans through Trade & Forex Services; and analysing a dentist’s needs to facilitate a new practice via a Medical Equipment Loan.
Axis Bank MD & CEO Amitabh Chaudhry said, “ASLI KYC reflects our unwavering commitment to customer centricity and our vision for the future of banking.”
Axis Bank chief marketing officer Anoop Manohar added, “When bankers proactively take the effort to truly know their customers, the solutions naturally become more relevant and impactful.”
TBWA\Lintas, president for creative Kapil Batra noted, “Asli KYC is about moving from knowing customers on paper to truly understanding them, their lives, their needs and their intent.”
With this campaign, Axis Bank demonstrates how routine interactions can spark memorable stories where empathy, insight and authenticity drive both business growth and brand impact.
In the world of banking, where numbers usually rule, Axis Bank is proving that the most valuable deposits are the ones you make in people’s lives, one genuine conversation at a time.
