MAM
Fujifilm India elevates Arun Babu to new role
Mumbai: Fujifilm India Pvt Ltd, a global player in camera and imaging technologies, has announced the elevation of Arun Babu from general manager, EID & optical device to the head of division – electronic imaging, optical devices, and Instax division. The elevation will come into effect on 11 October.
In his new role, Babu will be responsible for the general management of all the three divisions and looking after the end-to-end operations of the combined divisions, said the company in a statement.
As he takes on this new role, Fujifilm India is hopeful to further establish itself in the Indian photographic industry and strengthen its commitment towards delivering world-class innovative camera products, it added.
“Under the leadership of Arun Babu, our camera division has witnessed tremendous growth over the years. In this new role, he will be looking after our complete camera offerings and scale the business to new heights,” said Fujifilm India MD Koji Wada, welcoming Babu on board.
Babu had joined Fujifilm India in May 2018 and since then has been responsible for the growth and success of Fujifilm cameras in India. In the past, he has been associated with companies like Sony and Videocon.
A post-graduate in business administration from IMSCD&R Pune University, he has more than 18 years of experience working in the industry in various roles.
“Instax cameras and accessories have been doing extremely well with the audiences in the past. The cameras have been performing well with the youth and I hope that I am able to take this growth to the next level,” said Babu on his new role.
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.
