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Gemius Design Studio wins digital and creative mandate for Prag & Co
MUMBAI: Gemius Design Studio- 360 Degree marketing and branding agency won a creative digital mandate for women’s innerwear brand Prag & Co. The account was won following a multi-agency pitch. Gemius Design Studio has been entrusted with formulating creative strategy, content creation and design across social media and digital platforms for Prag & Co. The main objective of this association would be to build affinity via brand advocacy on digital and creating a distinct brand personality.
Prag & Co. envisions to deliver total ease, confidence & support in the form of our clothing, a product line that is nothing but the finest & to reach out to all the women out there who are looking for fine-quality, complete innerwear solutions.
Speaking on this collaboration, Gemius Design Studio co-founder Anushree Pacheriwal said, “We are very excited to have Prag &Co. in our client roster. The brand’s objective is to deliver comfort, support and quality in the lives of women through their wide product range and we see the digital medium as a huge enabler that can help them to achieve this. Keeping in mind business goals and equipped with strategic decisions, we aim towards profitable sales growth and increasing brand value. We are keen to be a part of their growth journey and hope to live up to their expectations.”
Prag & Co. co-founder Priya Santoki said, “Comfort, quality and confidence are at the core of the Prag & Co’s DNA. In this day and age, we believe that our brand’s strategy, marketing and digital efforts need to have a common vision and voice. We were impressed with the comprehensive approach by Gemius Design Studio and feel that this association would be a good fit. We are delighted to choose them as our digital and creative partners.”
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.
