De Beers Group has introduced a new phase of its ‘Love, From Dad’ campaign for Father’s Day, featuring actor Pankaj Tripathi and his daughter, Aashi, in a film centred on the evolving relationship between fathers and daughters. The campaign also includes consumer activations across 50 retail stores in India during the Father’s Day weekend on June 20-21, 2026. The campaign focuses on the second ear piercing as a milestone representing a young woman’s independence and self-expression. Through the film, De Beers links this occasion with gifting natural diamonds as a symbol of trust, encouragement and enduring family bonds.

As part of the initiative, customers visiting participating stores in cities including Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune, Lucknow and Nagpur will have the opportunity to take commemorative photographs with professional photographers during the campaign period. According to the company, the second ear piercing differs from the first by being a personal choice rather than a tradition-led event, making it a marker of individuality. The campaign positions natural diamonds as a way to commemorate this stage in a father-daughter relationship.

Toranj Mehta, Country Head – Category Marketing, De Beers India, said, “Natural diamonds have always anchored life’s rarest moments and this Father’s Day we are celebrating the second piercing as a pivotal milestone of a daughter's independence. By partnering with Pankaj Tripathi and Aashi, we are celebrating a bond built on authenticity and rarity. We are also excited to extend this narrative through interactive activations in over 50 stores across India, allowing families to engage with the campaign, discover natural diamond jewellery firsthand, and take back a cherished memory of their own.”

Commenting on the collaboration, Pankaj Tripathi said, “As a father, some of the most emotional moments are when you realize your child is becoming her own person and making her own choices. The second piercing represents that moment of confidence. What resonated with me about this story is how a simple gesture can become a lifelong memory. Sharing this experience with my daughter, Aashi, made it very special. A natural diamond, like a father’s love, stays with you unchanged through every chapter of life.”

The Father’s Day film will be distributed through De Beers Group’s digital and social media channels as part of the campaign.