Each guest on the show receives a Solitario gift presented by host Sania Mirza, offering natural on-screen presence for the brand
Mumbai: Solitario Diamonds has partnered with ‘Serving It Up With Sania’, a conversation-led podcast hosted by global tennis icon Sania Mirza. As the presenting and gifting partner for the season, Solitario’s presence extends across the show’s digital platforms, including high-visibility channels like YouTube, placing the brand within a contemporary entertainment format that blends sport, lifestyle and celebrity culture.
This collaboration enables Solitario to showcase its latest collection across platforms with wide audience reach. “Our association with ‘Serving It Up With Sania’ allows us to present our latest collection across high-visibility platforms like YouTube, giving the brand strong digital presence and premium positioning,” said Kabir Kate, CMO, Solitario Diamonds. He added that being featured alongside celebrated personalities adds visibility and reinforces aspirational recall for the brand.
As part of the partnership, Solitario is integrated into the show as its official gifting and presenting partner. Each celebrity guest on the podcast receives a Solitario gift, with the moment captured as part of the episode. The presentation is led directly by Mirza, giving the brand both visual and vocal presence within the series. Solitario positions this integration as a seamless part of the show’s format rather than a standalone insert, ensuring the jewellery appears naturally within the viewing experience.
The series, promoted on the brand’s Instagram handle, so far featured personalities such as director-producers Farah Khan and Karan Johar as well as comedian Zakir Khan.
Elaborating on the collaboration, Kate said, “Partnering with a podcast hosted by a global tennis icon reflects Solitario’s openness to innovation and culture-forward story-telling.” The show’s blend of candid personal narratives and mainstream appeal aligns with Solitario’s strategy of associating with platforms that engage audiences through contemporary cultural touchpoints.
The brand will amplify the association through LinkedIn and Meta. The objective is to maintain consistent recall for the collaboration across digital channels that align with Solitario’s existing audience and communication goals.
The season features 10 episodes, rolled out periodically as they go live. While details of upcoming guests are currently undisclosed, the line-up spans musicians, sportspersons and Bollywood personalities, offering exposure across varied fan communities. By engaging with public figures from multiple cultural verticals, the collaboration provides Solitario opportunities to be seen by audiences with different lifestyle affinities and also elevates the brand’s glamour quotient.
Solitario Diamonds, founded in 2022 by Ricky Vasandani and Vivek Oberoi, is one of India’s fastest-growing brands in the luxury lab-grown diamond segment. The brand has a growing retail presence across India and in six global markets, including Dubai, Malaysia and Spain.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
