MAM
Zee TV unleashes outdoor campaign to promote 9-10 pm band
MUMBAI: For the first time in its history, Zee TV has kicked off a ‘dual’ campaign to promote its 9 – 10 pm prime time band. The innovative promotion has the soaps in question, Kasamh Se (9 pm) and Saat Phere (9:30 pm), sharing hoarding space across Mumbai.
“Zee TV has been leading the 9 pm to 10 pm band since a long time. But, we are not using this campaign to project ourselves as numero uno. This promotion is to assert the popularity of Bani and Saloni – the leading ladies of the respective soaps”, states Zee TV marketing head Tarun Mehra.
Zee TV recently conceptualised an episode of Kasamh Se in such a way that, it had both Bani and Saloni in the same show. This was when Saloni attended the wedding of Bani’s younger sister in a recent episode.
According to the Tam data (Week 31 to Week 34 2006, CS4+, HSM) offered by the channel, it is a neck and neck race going on in the 9 – 10 pm band presently. Zee TV is leading the race with an average TVR of 4.7 against Star Plus’ 4.5 TVR.
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.
