MAM
Likee launches #HoliHai2020
NEW DELHI: Likee, the short-video creation platform by Singapore-based BIGO Technology Pte Ltd, had launched an exciting campaign #HoliHai2020 to celebrate the festival of Holi. The campaign came as a boon for those who live far away from their loved ones, or are afraid of colours and getting drenched. #HoliHai2020 by Likee allowed users to communicate and transmit the real feel of Holi colours through mobile phones. Hence, Likee ensured that not just the wishes, but even the gulal on users’ palms reached those who they love dearly.
Also, the campaign was launched at the time when playing Holi the traditional way could be dangerous for people in India. #HoliHai2020 was heartily embraced by those who were compelled to cancel their travel plans in the wake of the coronavirus menace. The fear and the challenges associated with the disease certainly marred the Holi fervour for many, who were forced to cancel their travel plans. While there was no means to get them home physically, Likee ensured that their Holi was full of colours and fun.
The idea behind introducing the campaign was to provide a platform for safe Holi and bring users’ near and dear ones closer to them, at least virtually. The special Holi campaign was just another feather in the hat of Likee, which often comes up with unique offerings for its users. With Likee’s virtual Holi celebrations, people enjoyed the festivities of Holi without any risk or fear, making it a truly ‘happy’ Holi for all.
Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. In 2019, Likee had also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day. In the recent App Annie’s year-end report on app trends for 2019, Likee has emerged as No 1 in the breakout category and is also the 7th most downloaded app in 2019.
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.
