De Beers partnered with JioHotstar and Star Sports for the TATA IPL 2025 for a unique collaboration in which India’s top women cricket anchors are gracing screens adorned with natural diamond jewellery. Eleven prominent anchors across various language feeds are sporting statement neckpieces, cocktail rings, layered bangles, and more. In a first-of-its-kind segment titled ‘Real Diamonds of the Week’, anchors will highlight cricket’s standout performers, drawing parallels between the players’ resilience and the enduring sparkle of natural diamonds.
Shweta Harit, SVP, De Beers Group, said, “Cricket and natural diamonds both embody authenticity, excellence and a lasting legacy. Just as the game unites fans across regions and generations, natural diamonds symbolise connections that stand the test of time. This collaboration brings the brilliance of the sport and the timeless allure of diamonds together, making every moment on screen even more memorable.”
Ishan Chatterjee, Chief Business Officer – Sports Revenue, SMB & Creator, JioStar, said, “With record-breaking viewership marking the opening weekend of TATA IPL 2025, cricket continues to unite audiences like never before. This collaboration between De Beers Group and India’s leading women anchors adds brilliance to the game, blending its precision and passion with the timeless elegance of natural diamonds. Just as cricketing icons leave an indelible mark on the field, these presenters shape the narrative with confidence and style, making every moment even more unforgettable.”