Brands
Forevermark shines bright with De Beers’ largest flagship store in Mumbai
MUMBAI: Forevermark Diamond Jewellery, part of the De Beers Group, unveiled its largest-ever flagship store in the city this week. Spanning nearly 5,000 sq. ft. on Crest Link, Khar West, the store is more than a retail space; it is a celebration of luxury, design, and the timeless allure of diamonds.
The grand opening drew Mumbai’s glitterati, from celebrities and fashion icons to socialites and jewellery connoisseurs, who were treated to an evening of glamour, immersive experiences, and a dazzling fashion showcase. Guests explored the store’s full portfolio, from everyday diamonds to statement and high jewellery pieces, all designed to celebrate life’s most meaningful moments.
Interactive installations and AI experiences highlighted Forevermark’s “Mine to Finger” journey, while tarot readings, photo moments, and live music brought a playful, contemporary twist to the brand’s craftsmanship-led heritage.
A highlight of the launch was the debut of the Forevermark ICON Collection, inspired by the North Star, a symbol of clarity, direction, and confidence. The versatile collection features rings, earrings, necklaces, and bracelets designed to elevate everyday elegance and special moments.
The launch also introduced the brand’s new campaign, ‘My Guiding Light’, featuring four extraordinary women embodying strength and individuality: Olympic medallist Manu Bhaker, actor Diana Penty, designer-entrepreneur Masaba Gupta, and social entrepreneur Princess Gauravi Kumari of Jaipur. Their personal stories, shared through mini digital videos, echo the campaign’s core message: confidence and purpose come from within. All four luminaries attended the launch, adding glamour and gravitas to the evening.
CEO of Brands and Diamond Desirability, De Beers Group, Sandrine Conseiller, said, “India is central to the future of natural diamonds. This flagship reflects both the strength of consumer response and our long-term confidence in the market.”, Senior VP, De Beers Group Senior VP and Forevermark CEO Shweta Harit, added, “Mumbai marks a significant chapter in our India journey. This flagship combines our vision, retail ambition, and commitment to Indian consumers, paving the way for 100 Forevermark stores by 2030.”
The new Mumbai store blends contemporary international design with local sensibilities, offering an immersive, experience-led environment where every Forevermark diamond, beautiful, rare, and responsibly sourced, tells its own story.
With its glittering launch and ICON Collection debut, Forevermark is not just selling diamonds; it is crafting a destination, an experience, and a reminder that sometimes, the brightest stars shine closest to home.
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
