De Beers Group continues to strengthen its footprint in India’s natural diamond market by expanding its ‘Love, From Dad’ campaign alongside the rapid growth of Project INDRA. With a focus on retailer empowerment, evolving consumer preferences, and meaningful storytelling, this strategic push is unlocking new opportunities for jewellers while deepening emotional connections with modern consumers.
Quick Summary
- De Beers expands ‘Love, From Dad’ campaign in India
- Project INDRA retailer network sees significant growth
- Focus on second ear piercing as a new retail opportunity
- Introduction of contemporary natural diamond designs
- Strong emphasis on Gen Z and Millennial consumers
- 360-degree marketing strategy for nationwide reach
De Beers Group Advances ‘Love, From Dad’ Campaign as Project INDRA Network Expands Across India
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.
Evolution of Project INDRA and Retailer Empowerment
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.
New Designs for Contemporary Consumers
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.
Targeting Gen Z and Millennial Buyers
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.
Leadership Perspective on INDRA’s Growth
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.”
Emotional Storytelling and Consumer Connection
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.
360-Degree Marketing Rollout
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.
Strengthening the Natural Diamond Narrative
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.
About De Beers Group
Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group’s strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers Jewellers and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services. De Beers Group is committed to ‘Building Forever,’ a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com
FAQs
What is Project INDRA?
Project INDRA is the Indian Natural Diamond Retailer Alliance developed to empower retailers with tools and resources to promote natural diamonds.
What is the ‘Love, From Dad’ campaign about?
It highlights the emotional bond between fathers and daughters, focusing on second ear piercing as a milestone moment.
Who is the target audience of the campaign?
The campaign primarily targets Gen Z and Millennial consumers.
How does INDRA support retailers?
It provides marketing assets, digital tools, and WhatsApp integration for personalised consumer outreach.
What new products are introduced in this phase?
Contemporary natural diamond designs curated for second ear piercings.
Why is the second ear piercing significant?
It is positioned as a moment of self-expression and individuality, creating a new retail opportunity.
Source: SVAR Media Network
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