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De Beers Ties Natural Diamonds to Father-Daughter Milestone in India
De Beers Group launches Father's Day campaign with Pankaj Tripathi across 50 Indian stores, targeting the second-ear-piercing tradition to boost natural diamond demand.
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De Beers Group launched a Father's Day campaign across 50 Indian retail stores, featuring actor Pankaj Tripathi and his daughter Aashi. The campaign centers on the second ear piercing as a milestone of a daughter's independence, positioning natural diamonds as a gift that marks the moment.
The 'Love, From Dad' campaign includes a short film set on a beach, where footprints in the sand symbolize the passage of time and the daughter stepping ahead on her own path. The film will run on De Beers' digital and social channels.
The in-store activation runs June 20-21 in cities including Mumbai, Delhi, Bangalore, Chennai, Hyderabad, Kolkata, Pune, Lucknow and Nagpur. Families can have professional photographs taken at select stores to capture the father-daughter bond.
Toranj Mehta, Country Head – Category Marketing, De Beers India, said:
"Natural diamonds have always anchored life's rarest moments and this Father's Day we are celebrating the second piercing as a pivotal milestone of a daughter's independence. By partnering with Pankaj Tripathi and Aashi, we are celebrating a bond built on authenticity and rarity."
Pankaj Tripathi said:
De Beers Group, founded in 1888, is the world's largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. It employs more than 20,000 people across the diamond pipeline and is part of Anglo American plc. The company's portfolio includes jewellery houses De Beers Jewellers and Forevermark, as well as traceability initiatives Tracr and GemFair.
This campaign comes as De Beers continues to invest in marketing natural diamonds to consumers, particularly in India, a major diamond market. The second ear piercing is a culturally significant moment, often seen as a personal choice separate from the traditional first piercing. By linking that milestone to natural diamonds, De Beers aims to reinforce the emotional value of its product.
The Father's Day video segment is being shared across De Beers Group's digital platforms. Consumers can book in-store photo sessions through a dedicated website. The campaign runs through Father's Day weekend.