New Delhi: British diamond mining giant, De Beers Group, has advanced its ‘Love, From Dad’ marketing campaign, emphasizing the emotional bond shared between fathers and daughters. The storytelling video has enhanced retail integration through the Indian Natural Diamond Retailer Alliance (INDRA), providing jewellers with a compelling framework to increase footfall in stores.
The campaign aims not only to promote natural diamonds in retail stores but also to increase sales, boost the popularity of diamonds, and build stronger consumer relations. Given the campaign’s popularity, the brand has further strengthened it this year by introducing new, contemporary natural diamond designs, specifically curated for second ear piercings.
This year, the ‘Love, From Dad’ campaign has been further strengthened with the introduction of contemporary natural diamond designs curated specifically for second ear piercings. These new designs align with consumer preferences for everyday luxury and milestone-led purchases, offering fresh options to retailers.
Originally conceptualised to appeal to the growing influence of Gen Z and Millennial consumers, the campaign associates natural diamonds with these key groups, creating incremental demand within the category.
Commenting on the campaign’s success, Shweta Harit, Global SVP at De Beers Group, stated that it reflects the continued momentum of Project INDRA, the confidence it has built among retailers in natural diamonds, and, with this year’s ‘Love, From Dad’ campaign, the brand is offering new designs that allow retailers to engage with consumers while driving growth at the store level.
