Retail activations launched across 52 select retail stores nationwide, including Forevermark diamond jewellery stores, generated more than 1,400 registrations across participating stores
Mumbai: Building on the success of its inaugural edition, the De Beers Group returned this Father’s Day with ‘Love, From Dad’, a campaign created in collaboration with actor Pankaj Tripathi, celebrating the unique bond between fathers and daughters while tapping into the growing trend of second piercings among young women. To bring this narrative to life for consumers across India, the brand launched immersive activations across 52 select retail stores nationwide, including Forevermark diamond jewellery stores, spanning nine cities—Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune, Lucknow and Nagpur. At these stores, dads and daughters could get professional portraits clicked by renowned photographers over the Fathers’ Day weekend (June 20-21, 2026).
Over the Father’s Day weekend, fathers and daughters were also invited to exchange heartfelt letters expressing their love, gratitude and shared memories. Select stores also hosted live radio broadcasts, giving customers the opportunity to go on air with their favourite RJ and share personal stories celebrating their special bond.
Further amplifying the conversation around modern fatherhood, the De Beers Group also partnered with author Twinkle Khanna for a candid Father’s Day conversation featuring celebrated personalities Atul Khatri, Samir Soni, Dabboo Ratnani and Varun Duggirala, where they shared their experiences, joys and reflections on being girl dads in today’s world.
The campaign was supported by a curated collection of contemporary natural diamond jewellery designed for second piercings and amplified through an integrated media strategy spanning television, print, digital, radio, cinema and out-of-home platforms, ensuring extensive visibility across key markets and consumer touchpoints.
As second piercings increasingly become a symbol of self-expression and individuality, ‘Love, From Dad’ seeks to elevate the occasion into a meaningful milestone. Through the campaign, De Beers Group positions natural diamonds as a timeless way to commemorate moments that are rare, authentic and unique, just like the bond between a father and daughter.
Commenting on the campaign, Toranj Mehta, Country Head – Category Marketing, De Beers Group India, said, “One of our key priorities is to create meaningful and culturally relevant occasions that strengthen the desirability of natural diamonds among consumers. The growing second piercing trend presented a unique opportunity to connect with a younger audience through a milestone rooted in self-expression and individuality. With ‘Love, From Dad’, we sought to bring emotional significance to that occasion through the father-daughter relationship while reinforcing the rarity, authenticity and enduring appeal of natural diamonds. The campaign’s strong performance demonstrates the power of combining compelling story-telling with relevant consumer insights to drive engagement and consideration.”
The initiative delivered strong results, successfully evolving from awareness-building to driving meaningful consumer consideration. The latest phase of the campaign delivered a 12% uplift in consumer consideration for natural diamonds. Across both phases of the initiative, the campaign generated 1.78 billion impressions, demonstrating growing consumer engagement with the category and strengthening the relevance of natural diamonds among younger audiences.
The activations witnessed an overwhelming response, attracting over 3,100 visitors and generating more than 1,400 registrations across participating stores, reinforcing the emotional resonance of the campaign and creating lasting memories that extended far beyond the purchase of a natural diamond. A key enabler of this effort was the Indian Natural Diamond Retailer Alliance (INDRA), developed by De Beers Group in partnership with the Gems & Jewellery Export Promotion Council (GJEPC). Through INDRA’s digital ecosystem, participating retailers were able to access localized marketing assets, customizable communication tools and targeted consumer outreach solutions, helping translate the campaign narrative into meaningful in-store engagement during the Father’s Day weekend.
By combining emotional story-telling, a contemporary consumer insight and strong retail collaboration, ‘Love, From Dad’ continues to reinforce De Beers Group’s commitment to creating meaningful occasions for natural diamond gifting while strengthening the desirability of natural diamonds for a new generation of consumers.
Established in 1888, the De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. It has diamond mining operations in Botswana, Canada, Namibia and South Africa, and owns jewellery houses De Beers Jewellers and Forevermark.
Retail Jeweller India News
