De Beers Group has expanded its ‘Love, From Dad’ campaign alongside the continued growth of the Indian Natural Diamond Retailer Alliance (INDRA), strengthening its retail-led strategy across India.
Developed with the Gems & Jewellery Export Promotion Council, Project INDRA has evolved into a nationwide retailer network aimed at supporting natural diamond promotion. The platform provides participating retailers with access to customizable marketing assets through a dedicated digital portal.
The initiative also integrates enhanced WhatsApp-based tools to enable localized campaigns and direct consumer engagement. This infrastructure is designed to support store-level execution and improve conversion opportunities.
As part of the current campaign phase, De Beers has introduced new natural diamond designs tailored for second ear piercings. The category expansion aligns with demand trends around self-expression, everyday wear and milestone purchases, offering retailers an additional product segment.
The ‘Love, From Dad’ campaign continues to target Gen Z and Millennial consumers by positioning second ear piercing as a culturally relevant occasion. By linking this moment to natural diamonds, the campaign seeks to create incremental demand and broaden purchase drivers.
Shweta Harit of De Beers Group said, “The continued momentum of Project INDRA reflects the growing confidence of retailers in the natural diamond category. With an expanded network and enhanced tools, we are enabling our partners to translate culturally relevant insights into tangible business opportunities. This year ‘Love, From Dad’, along with its new design offerings, allows retailers to engage with consumers in more meaningful ways while driving growth at the store level.”
The campaign is supported by a multilingual rollout across television, print, radio, out-of-home and digital platforms, combined with hyperlocal activation through INDRA retailers.
