A dedicated segment titled ‘Real Diamonds of the Week’ has been introduced on JioHotstar to highlight notable player performances during the tournament, linking the idea of excellence in sport with the aura of natural diamonds
Mumbai: The De Beers Group, in partnership with the Gem & Jewellery Export Promotion Council (GJEPC) and broadcaster JioHotstar, has introduced a natural diamond promotion campaign during India’s ongoing cricket season, using sports broadcasting as a platform to expand consumer reach and visibility.
The campaign integrates natural diamond jewellery into live cricket coverage through a mix of on-screen styling, branded segments and content-led story-telling. As part of the activation, women presenters featured during match broadcasts are styled in natural diamond jewellery, ensuring consistent category visibility throughout the viewing experience. In addition, a dedicated segment titled ‘Real Diamonds of the Week’ has been introduced to highlight notable player performances during the tournament, linking the idea of excellence in sport with the positioning of natural diamonds.
The initiative also includes promotions featuring cricketers Abhishek Sharma and Suryakumar Yadav. Through these associations, the campaign aims to position natural diamonds within narratives of authenticity, confidence and self-expression. The approach reflects an effort to connect with younger consumers and expand interest among male buyers, while maintaining the category’s association with personal milestones and meaning.
The collaboration between De Beers Group, GJEPC and JioHotstar highlights a wider shift towards integrating jewellery into mainstream entertainment platforms. By leveraging cricket broadcasts, which command significant viewership across the country, the campaign seeks to align natural diamonds with widely followed cultural moments. This approach also responds to evolving consumer behaviour and increased competition within the jewellery sector, where brands are adopting new formats to maintain relevance and engagement.
GJEPC Chairman Kirit Bhansali stated that India has become the world’s second-largest diamond jewellery market and indicated that the domestic market could reach Rs 1,500 billion by 2030. He added that cricket broadcasting offers substantial reach and engagement potential, making it a suitable platform for category-focused campaigns.
The initiative forms part of ongoing industry efforts to support demand for natural diamonds through large-scale marketing programmes. These efforts include the use of celebrity associations, content-driven communication and integrated campaigns designed to reach consumers across multiple touchpoints.
Through this campaign, the industry is working to reinforce the presence of natural diamonds within consumer conversations by connecting the category with sport, media and everyday viewing environments, while continuing to adapt to changes in how audiences engage with content and make purchase decisions.
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