De Beers Group has expanded its ongoing ‘Love, From Dad’ campaign with a new Father’s Day film featuring actor Pankaj Tripathi and his daughter Aashi Tripathi, celebrating the evolving bond between fathers and daughters.
The campaign centres on a daughter’s second ear piercing, positioning it as a milestone of self-expression and independence. Through the film, De Beers highlights how a natural diamond can serve as a meaningful symbol of a father’s trust, pride and support as his daughter charts her own path.
To extend the campaign beyond digital platforms, De Beers has launched a retail activation across 50 jewellery stores in cities including Mumbai, Delhi, Bengaluru, Chennai and Hyderabad. During the Father’s Day weekend (20-21 June), fathers and daughters will be able to participate in in-store photography experiences designed to create lasting memories.
Toranj Mehta, Country Head – Category Marketing, De Beers India, said, “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.”
The Father’s Day film will be promoted across De Beers’ digital and social media channels as part of the company’s broader effort to position natural diamonds at the centre of life’s meaningful milestones.