De Beers Group has partnered with the Gem & Jewellery Export Promotion Council (GJEPC) and broadcaster JioStar to launch a new natural diamond promotion campaign during India’s ongoing cricket season, targeting wider consumer visibility through sports entertainment platforms.

The campaign integrates natural diamond jewellery into live cricket broadcasts through on-screen styling, branded content integrations and player-led storytelling initiatives. As part of the activation, women presenters appearing during cricket coverage are being styled in natural diamond jewellery, while a dedicated segment titled “Real Diamonds of the Week” highlights standout player performances during the tournament.

The initiative also features Indian cricketers Abhishek Sharma and Suryakumar Yadav in campaign-led promotions aimed at positioning natural diamonds as symbols of authenticity, confidence and self-expression. The campaign seeks to expand natural diamond appeal among younger consumers and male buyers, while reinforcing emotional and aspirational associations linked to the category. According to industry stakeholders, the collaboration reflects a broader effort to integrate natural diamonds into mainstream cultural and entertainment platforms amid changing consumer purchasing behaviour and increasing competition within the jewellery segment.

GJEPC Chairman Kirit Bhansali stated that India has emerged as the world’s second-largest diamond jewellery market and projected that the domestic diamond jewellery sector could reach Rs 1,500 billion by 2030. He noted that cricket broadcasting offers significant reach and engagement potential for category promotion initiatives. The campaign forms part of ongoing industry efforts to strengthen natural diamond demand through large-scale consumer marketing programmes, celebrity associations and storytelling-driven branding strategies targeted at the Indian market.