The campaign offers a relatable take on manifestation and self-growth. According to De Beers, it aims to keep natural diamonds meaningful for today’s audience by linking them to intention, self-expression and the idea of new beginnings
Mumbai: The De Beers Group has introduced ‘Love from Universe’, a new campaign for the Indian market that places natural diamonds in the space of personal intention, emotional clarity and self-belief. The idea draws from the growing interest in manifestation and vision boards, presenting natural diamond jewellery as part of everyday rituals rather than only for gifting or celebrations.
Central to the campaign is the natural diamond ‘Intention Pendant’, created for women who connect luxury with purpose and personal alignment. The main campaign film features actor Shreya Dhanwanthary as she builds her vision board for 2026. Through the process of choosing images, words and ideas that reflect her aspirations, the film shows how the pendant becomes a meaningful choice—a symbol of “a billion years of cosmic energy, from nature’s heart to mine”.
To extend the message beyond the hero film, De Beers has collaborated with Tamannaah Bhatia and Sania Mirza. Each has created her own vision board while wearing the pendant, offering a relatable take on manifestation and self-growth. Their content is intended to connect the campaign to modern, personal story-telling formats that speak directly to young consumers.
Adding an interactive element, De Beers is also rolling out Manifestival 2026, an on-ground experience where invited influencers will create guided vision boards in a shareable, workshop-style environment. This format is aimed at encouraging more conversations around intention-setting and the role of natural diamonds in those rituals.
‘Love from Universe’ will run across 16 Indian cities through a broad media plan spanning television, print, radio, cinema, outdoor and digital platforms. Mumbai and Delhi will see the strongest presence, including premium outdoor placements and prominent print coverage, to build early visibility and cultural connection.
The Intention Pendant collection will be available through the national retail networks of over 20 manufacturing partners. Retailers can access all campaign material via the Indian Natural Diamond Retailers Alliance (INDRA) portal, which allows partners to customize creatives for their regions while keeping the campaign identity intact.
The campaign will continue until January 2026, aligning with the period when consumers look at new goals, reflection and personal transformation. According to De Beers, the initiative aims to keep natural diamonds meaningful for today’s audience by linking them to intention, self-expression and the idea of new beginnings.
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 includes jewellery houses, De Beers London and Forevermark, besides diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group is a member of the Anglo American plc group.
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