Mumbai: 82.5 Communications has won the creative mandate from De Beers Group to further ignite the passion for natural diamonds among Indian consumers. 

Recognising the immense growth potential within the Indian market, De Beers aims to strengthen the emotional connection consumers have with diamonds, by emphasising the rarity, preciousness, and enduring value of natural diamonds.

“As a leader in the diamond industry, De Beers is focusing on growing the category,” said De Beers Group global SVP Shweta Harit. “Natural diamonds are rare and precious natural treasures with enduring value and we at De Beers are committed to connecting people to their unique attributes with our promotional campaigns. And this effort will be holistic – it will involve reaching out to consumers, working very closely with retailers, partnering with jewellery bodies, and empowering the entire industry. We are happy to have 82.5 with us in this journey”.

De Beers’ arsenal that helps in category development includes proprietary diamond verification technology to support the assurance of the authenticity of its products, and technologies that help in tracing diamonds to their source.  

82.5 Communications CEO Kiran Ramamurthy added, “This isn’t just about creating compelling advertising; it’s also about understanding the nuances of the jewellery retail landscape and enabling effective retailer communication, and ultimately, driving tangible business impact for an entire category. We are honored that De Beers has entrusted this large a responsibility to us.”

82.5 Communications – South, executive VP & branch head, Naveen Raman added, “We are excited to partner with De Beers, a brand synonymous with luxury, heritage, and unparalleled craftsmanship. Together, we look forward to shaping narratives that will resonate with a new generation of diamond lovers.”