MAM
Tanishq launches sales offer to tap auspicious occasion
BANGALORE: Popular actress and danseuse Shobhana announced Tanishq’s Pre-booking Akshaya Tritiya Scheme in Bangalore, in anticipation of the gold rush on this auspicious occasion.
The actress had made similar announcements in Chennai and Hyderabad Tanishq outlets over the last three days.
Tanishq’s special offering for Akshaya Tritiya is – “pre book eternal prosperity and get 10 per cent off on making charges”. This Pre-Booking scheme has been launched with the aim of creating an enjoyable retail experience while avoiding the risk of making last minute hasty decisions.
The Akshaya Tritiya pre-booking scheme along with the 10 per cent deduction on making charge offer is available across all Tanishq boutiques in Andhra Pradesh, Tamil Nadu, Kerala and Karnataka.
Akshaya Tritiya is one of the four most auspicious days of the Vedic calendar. On this day the sun and the moon are simultaneously at their peak of brightness. It is also the birthday of Parshurama and the day, which marked the beginning of the Golden Age. Gold and gold jewellery bought and worn on this day signify the never diminishing good fortune.
Tanishq jewellery for ‘Akshaya Tritiya’ consists of designs where tradition marries modernity to appeal to women desiring to buy precious Indian jewellery that suit their tastes. The brand’s offering for Akshaya Tritiya is meant to symbolize prosperity and good fortune in keeping with the auspiciousness of the occasion. Tanishq’s pure 22k range of jewellery spans all the occasions of a woman’s life – everyday, casual evenings, family functions, wedding and festivals.
“At Tanishq, we have always strived to be a part of every celebration in the life of the Indian Woman by providing her the perfect range of precious jewellery that fulfils her needs This Akshay Tritiya, women can not only own exquisite Tanishq jewellery that suits their tastes and preferences, but also select Tanishq jewellery leisurely well before Akshaya Tritiya and avail of the attractive 10% discount on making charge. Through this offer we strive to enable her to usher in prosperity into her home; with pure Tanishq jewellery that will never diminish.” said Ms. Shilpi Das, Brand Manager, Tanishq.
Tanishq offers gold and gem-set jewellery (in 22 and 18 carat gold) in over 6000 traditional, western and fusion looks. The jewellery is manufactured in a fully integrated manufacturing plant with state-of-the-art equipment. The Tanishq retail chain currently includes 71 exclusive boutiques in 54 cities, making it India’s first and largest jewellery retail store chain. Tanishq reported sales of around Rs.4.26 billion for the year 2003-04, has recorded 40 per cent CAGR in an otherwise flat jewellery market as per company sources.
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.
