This pioneering campaign introduces a new gifting tradition centered around second ear piercings, blending traditional Indian cultural values with contemporary self-expression.
At the heart of this initiative is the ‘Love, From Dad’ collection, which celebrates the special bond between fathers and daughters. This collection positions natural diamonds as the ideal gift for a daughter’s second ear piercing, a milestone that symbolizes her growing independence and personal choices.
To extend the campaign’s impact, De Beers has partnered with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA). Retailers associated with INDRA can access and customize ‘Love, From Dad’ campaign materials, receive virtual training on natural diamonds, and utilize a dedicated WhatsApp channel for personalized engagement.
Amit Pratihari, Managing Director of De Beers India, commented on the initiative, stating, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”
To further support the campaign, De Beers has launched a dedicated Indian website, www.adiamondisforever.in. This platform provides insights into the rarity and value of natural diamonds, a curated selection of diamond earrings for second piercings, and a store locator for participating retailers.
The ‘Love, From Dad’ campaign is a comprehensive, multi-lingual initiative spanning TV, print, radio, digital, and social media channels to maximize consumer engagement. Conceptualized by 82.5 Communications, the campaign beautifully captures the emotional connection between fathers and daughters, reinforcing the timeless allure of natural diamonds.
