MAM
EliteMatrimony signs R Madhavan
MUMBAI: The premium matchmaking service for the upper crust in India, EliteMatrimony, has launched a new TV commercial starring actor R Madhavan.
EliteMatrimony, pioneered by BharatMatrimony in 2008, has in the last 10 years helped 1000s of rich and affluent Indians across the world to find a life partner. Today, it has the largest database of over 1.5 lakh elite profiles including celebrities, industrialists, high net worth individuals, entrepreneurs, civil service professionals and top notch management professionals.
It’s a discreet and confidential service offered by trained relationship managers who handpick matches based on status and lifestyle of members and also facilitate meetings with prospective partners.
Elaborating on his association, actor R Madhavan, says “I’m excited to be the brand ambassador for EliteMatrimony, the premium matchmaking service for the elite. I feel finding a life partner that matches one’s aspirations, lifestyle and stature is key to happiness at home and more importantly professional success. And the elite will be happy with help for the same.”
Matrimony.com CEO Murugavel Janakiraman says, “The elite have a unique challenge of finding a personal and lifestyle match that fits their aspirations and stature. Businessmen, celebrities and entrepreneurs succeed professionally because they’re experts in their area and likewise EliteMatrimony is a matchmaking expert offering wider choices and better matches for the rich and the affluent. Actor Madhavan known for his unique portrayal in cinema, elegance and pan India appeal was a perfect fit for us to showcase the exclusive EliteMatrimony matchmaking service.”
Primary Colours creative agency director Roshni Chandran adds, “We looked at the challenges faced by affluent parents in finding a match for their daughter or son and scripted a story around it. In collaboration with the client, who chose actor Madhavan, we took a direct approach of recommendation of the service by the celebrity.”
The TV commercial is being aired on leading channels.
Matrimony.com is India’s first pure play consumer internet company to be publicly listed. It is a signature consumer internet conglomerate, managing marquee brands such as BharatMatrimony, CommunityMatrimony and EliteMatrimony. BharatMatrimony is the largest and most trusted matrimony brand which has also established a considerable retail presence with over 140 self-owned retail outlets across India. The company delivers matchmaking and marriage-related services to users in India and the Indian diaspora worldwide.
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.
