By partnering with the acclaimed actor and his daughter, the brand is celebrating the second piercing as a pivotal milestone of a daughter’s independence this Fathers’ Day
New Delhi: The De Beers Group is marking Father’s Day this year with a deeply personal addition to its ‘Love, From Dad’ campaign, featuring acclaimed actor Pankaj Tripathi and his daughter, Aashi. The film highlights the evolving relationship between fathers and daughters – a bond built on trust, encouragement and unconditional support.
Centred on the second ear piercing as a meaningful moment of self-expression and growing independence, the film brings to life the quiet emotions that define the father-daughter relationship at its most authentic. Set against the unhurried beauty of a beach, footprints in the sand carry the weight of time passed and a bond deepened. The film captures a realization familiar to every father, that the daughter who once followed closely in his footsteps is now confidently stepping ahead and forging her own path. It is at this moment of quiet, proud acknowledgement that a natural diamond becomes a father’s way of saying, “I see you, I trust you, and I am proud of who you are becoming.”
To bring this narrative to life for consumers across India, De Beers Group has launched an extensive retail activation across 50 select retail stores nationwide. In key cities including Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune, Lucknow and Nagpur, dads & daughters can participate in a unique retail experience that will leave them with a sweet, permanent memory of their bond. Dads and daughters can get professional portraits clicked by renowned photographers at these select stores over the Fathers’ Day weekend (June 20-21, 2026). They can put into words what the father-daughter bond means by way of handwritten notes, and take home the portrait, the letter, and a curated memento, in a beautifully crafted gift box.
The second ear piercing, unlike the first, which is guided by tradition, is a young woman’s personal choice. It marks her growing sense of individuality and self-expression. Through ‘Love, From Dad,’ De Beers positions the natural diamond as the most meaningful way for a father to honour this milestone, connecting the enduring qualities of a natural diamond, its rarity, resilience, and permanence to the enduring strength of 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. We are also excited to extend this narrative through interactive activations in over 50 stores across India, allowing families to engage with the campaign, discover natural diamond jewellery firsthand, and take back a cherished memory of their own.”
For actor Pankaj Tripathi, the collaboration was deeply personal. “As a father, some of the most emotional moments are when you realize your child is becoming her own person and making her own choices. The second piercing represents that moment of confidence. What resonated with me about this story is how a simple gesture can become a lifelong memory. Sharing this experience with my daughter, Aashi, made it very special. A natural diamond, like a father’s love, stays with you unchanged through every chapter of life,” he stated.
The Father’s Day video segment will be shared across De Beers Group’s digital and social media platforms, inviting families across India to celebrate the milestones that outlast trends. Through this collaboration, De Beers continues to place natural diamonds at the heart of life’s most meaningful connections.
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.
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