De Beers has partnered with Samsung Ads to expand the reach of its natural diamond marketing in India through a connected-TV campaign that reached six million households and generated 50 million impressions. The campaign also recorded a 14% increase in message association.

The initiative focused on expanding the occasions associated with natural diamond purchases beyond traditional milestones such as engagements, weddings and anniversaries. De Beers used occasions including Father's Day and Friendship Day to position natural diamonds as expressions of appreciation and personal relationships.

Samsung Ads supported the campaign through premium connected-TV placements and home-screen visibility across its Smart TV ecosystem. The large-screen format enabled De Beers to communicate the craftsmanship and appeal of natural diamonds through visual storytelling.

Toranj Mehta, Country Head, Category Marketing, De Beers India, said, “The objective was not simply to secure visibility but to create a lasting impression of what natural diamonds represent. The 14% improvement in message association is an important indicator of the campaign’s brand resonance.”

The campaign reflects De Beers' efforts to broaden consumer engagement with natural diamonds by associating them with a wider range of gifting occasions and personal milestones. The results also highlight the use of connected television as a platform for category marketing and consumer awareness.