MAM
Wavemaker creates the perfect match: Natural Diamond Council and Made In Heaven season two
Mumbai: When you think of lavish Indian weddings, you think of families and food, larger-than-life brouhahas, stunning diamonds and of course wedding planners. So when Wavemaker India, GroupM’s most awarded agency, brought together Natural Diamond Council with the most loved wedding-centric show in the country, it was truly a match Made In Heaven. This partnership sees some of India’s finest jewellery brands adorned by renowned celebrities who are starring in the highly anticipated second season of the International Emmy-nominated series – Made in Heaven.
Produced by Ritesh Sidhwani and Farhan Akhtar (Excel Media & Entertainment), Zoya Akhtar and Reema Kagti (Tiger Baby), Made In Heaven Season 2 is directed by Zoya Akhtar, Reema Kagti, Alankrita Shrivastava, Nitya Mehra and Neeraj Ghaywan. The seven-episode series is now out on Amazon Prime Video exclusively.
Natural diamond jewellery is integral to weddings – be it the sparkling solitaire from your engagement ring, the elegant glimmer of your mangal sutra or the dazzling diamonds donned by the bride on her most special day. The association designed by Wavemaker and GroupM ESP aims to showcase the versatility of natural diamond jewellery amidst opulent, contemporary Indian weddings. Natural Diamond Council’s mission is to support and promote the modern diamond industry and has provided a perfect platform for 6 jewellery brands – Khanna Jewellers, Anmol Jewellers, Jaipur Gems, Khurana Jewellers, Om Jewellers and Gaurav Gupta Occasions Jewellery to be a part of one of India’s most celebrated OTT series.
Made in Heaven beautifully reveals the dichotomy of tradition, modern aspirations and belief systems set against the canvas of lavish Indian weddings. The series centres around the journey of two wedding planners as they navigate through the challenges of their jobs and personal lives together, against a backdrop of lavish weddings, complex relationships and the pursuit of happiness.
Just as natural diamonds symbolize love, legacy and commitment which has been forged through fire, the series depicts the value of love, trust, and self-discovery as every relationship undergoes the heat of adversity & aspiration.
Natural Diamond Council managing director Richa Singh “At Natural Diamond Council, we are always on the lookout for innovative methods of showcasing how integral the wonders of nature are to every key moment of our lives; and what is more precious or memorable than a wedding? It made perfect sense to collaborate with a series like Made In Heaven Season 2 and give our consumers a glimpse of how easily their diamonds can help them shine on their special day. I am very happy to have on board a partner like Wavemaker who are able to contribute with out-of-the-box ideas and support our endeavour to build the natural diamond dream.”
Wavemaker India’s chief client officer & Office head- North, West & East Shekhar Banerjee said, “Despite the cultural shifts we have witnessed across consumer patterns, diamond jewellery still holds an extremely significant status in our Indian weddings and it will continue to do so. Made in Heaven beautifully portrays the nuanced narrative of traditional Indian weddings set against modern aspirations and belief systems. At Wavemaker, we study the brand’s culture and craft the partnership to match its audience. Thus, creating a perfect platform for the brand and the viewers. We believe, through this partnership, it’s a true match made in heaven!”
Excel Entertainment CEO Vishal Ramchandani, “Teaming up with Natural Diamond Council for Made in Heaven 2 was quite the perfect match. Their collection added a new dimension to the show, capturing the essence of each occasion in its most radiant form. The collaboration truly transformed moments into memories, making the series an unforgettable visual delight”.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
