Following strong consumer response, De Beers Group builds on its ‘Love, From Dad’ campaign alongside the expansion of the Indian Natural Diamond Retailer Alliance (INDRA). With a significantly larger and more engaged retailer network, this phase of the campaign is designed to drive stronger in-store activation, category growth, and deeper consumer connect across markets.

At the core of this phase is the evolution of Project INDRA, developed in partnership with the Gems & Jewellery Export Promotion Council (GJEPC). Since its inception, INDRA has rapidly scaled into a robust, nationwide retailer ecosystem, equipping partners with tools and resources to actively promote natural diamonds. The initiative enables retailers to leverage ready-to-use, customisable marketing assets via a dedicated digital portal, complemented by an enhanced WhatsApp integration that allows for seamless localisation and personalised consumer outreach.

This year, the ‘Love, From Dad’ campaign is further strengthened with the introduction of new, contemporary natural diamond designs specifically curated for second ear piercings. These designs offer retailers a fresh and relevant product proposition, aligned with evolving consumer preferences for self-expression, everyday luxury, and milestone-led purchases.

Originally conceptualised to tap into the growing influence of Gen Z and Millennial consumers, the campaign centres on the second ear piercing as a culturally resonant yet underleveraged retail opportunity. Positioned as a moment of personal choice and individuality, it provides retailers with a new occasion to engage consumers beyond traditional purchase drivers. By associating this milestone with natural diamonds, the campaign helps create an incremental demand driver within the category.

Ms. Shweta Harit, Global SVP, De Beers Group, said, “The continued momentum of Project INDRA reflects the growing confidence of retailers in the natural diamond category. With an expanded network and enhanced tools, we are enabling our partners to translate culturally relevant insights into tangible business opportunities. This year ‘Love, From Dad’, along with its  new design offerings, allows retailers to engage with consumers in more meaningful ways while driving growth at the store level.”

The campaign continues to highlight the emotional bond between fathers and daughters, positioning the second ear piercing as a defining moment of self-expression, supported by a father’s trust and encouragement. This storytelling approach, combined with strong retail integration, provides jewellers with a compelling framework to drive both footfall and conversions.

Supported by a 360-degree, multilingual rollout across television, print, radio, out-of-home, and digital platforms, the campaign is designed to deliver scale while enabling hyperlocal execution through INDRA retailers. 

Through the combined strength of cultural insight, product innovation and retailer enablement via INDRA, De Beers Group continues to strengthen the natural diamond narrative in India while unlocking new growth avenues for the trade.

Courtesy : AOJ Desk News