De Beers Group has advanced its ‘Love, From Dad’ campaign alongside the continued expansion of the Indian Natural Diamond Retailer Alliance (INDRA), strengthening its retail footprint across India.

Developed in partnership with the Gems & Jewellery Export Promotion Council (GJEPC), Project INDRA has scaled into a nationwide retailer network. The initiative equips partners with tools to promote natural diamonds through a dedicated digital portal offering ready-to-use, customisable marketing assets.

An enhanced WhatsApp integration supports localisation and personalised consumer outreach, enabling retailers to execute targeted campaigns at the store level. The expanded network is expected to improve in-store activation and category visibility.

As part of the latest phase, De Beers has introduced new natural diamond designs focused on second ear piercings. The product offering aligns with evolving consumer preferences for self-expression, everyday wear and milestone-driven purchases, providing retailers with an additional sales proposition.

The campaign targets Gen Z and Millennial consumers, positioning second ear piercing as a retail occasion linked to individuality. By associating this milestone with natural diamonds, the initiative aims to create incremental demand within the category.

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 execution through INDRA retailers.