The adaptability of the campaign has been enhanced through regional versions in Hindi, English, Marathi, Bengali, Tamil and Telugu
Mumbai: As India strengthens its position as the world’s second-largest diamond jewellery market, the De Beers Group, in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC), has set out to advance it withthe Indian Natural Diamond Retailer Alliance (INDRA)and a comprehensive countrywide marketing plan. The initiative is designed to support natural diamond retailers through extensive national promotion and retailer-focused tools that allow customization for local markets.
The INDRA strategy is built on a 360-degree marketing plan spanning television, print, radio, cinema, outdoor and digital media. According to De Beers, the campaign seeks to highlight the authenticity and value of natural diamonds while enabling retailers to leverage the visibility of a national campaign for their own customer engagement.
Toranj Mehta, Vice President-Marketing, De Beers India Pvt. Ltd., said, “Our objective with INDRA is twofold. On one hand, we are creating awareness and aspiration for natural diamonds among consumers, and on the other, we are equipping retailers with the right tools to extend the campaign in their markets. This ensures national-level momentum translates into localized growth opportunities.”
The nationwide promotion has already established strong visibility. The television plan delivered 4,486 spots across 46 channels, reaching 15 million viewers. The Print campaign had 44 insertions across leading publications in key markets, reaching 12 million people. Radio amplified the campaign with 4,368 spots and RJ interviews across 20 days. Cinema promotions featured INDRA messaging across 92 premium screens. The OOH campaign, which ended on September 6, spanned 105 sites across eight metros with a mix of digital and billboard formats, covering key focus areas such as airports and high-traffic zones. Digital has been the largest driver, reaching over 53 million users with more than 376 million impressions and 85 million video views across platforms such as JioHotstar, SonyLIV, Swiggy, Spotify, Paytunes etc. Notably, the Bestie Bracelet campaign, coming after the Second Piercing campaign by the De Beers Group, is creating huge impact over the target audience, the young adult independent women in the age category 30 to 60.
“INDRA is designed to be inclusive,” Mehta explained. “Whether it is a single-store retailer in a Tier II city or a large chain in a metro, the campaign provides adaptable assets, allowing every participant to benefit from the collective strength of a national-level programme.”
The adaptability of the campaign is further enhanced through regional versions in Hindi, English, Marathi, Bengali, Tamil and Telugu. This localization helps retailers align with cultural contexts while retaining the overall strength of a unified national campaign.
Mehta added, “Our wider media plan enables retailers to plug into the momentum. Through in-store branding, visual merchandising and digital amplification, INDRA ensures that natural diamonds remain at the centre of consumer aspiration while strengthening the business potential for retail partners.”
By combining large-scale advertising with adaptable retailer-focused assets, INDRA positions natural diamonds at the heart of both consumer demand and retail growth. The campaign highlights the alliance’s role in expanding the reach of diamond jewellery across India while creating shared opportunities for retailers nationwide.
Click here to become part of De Beers INDRA, India’s trusted diamond retail movement, and unlock new sales, visibility and customer loyalty.
Written by Achal Chaubey
Retail Jeweller India Exclusive
