Cricket Anchors Shine in De Beers' Diamonds
April 16, 25
(IDEX Online) - TV anchors covering India's Tata IPL cricket matches are wearing De Beers diamonds in what the company says is a first-of-its-kind initiative.
Eleven women presenters are showcasing diamond jewelry in a collaboration with broadcasters JioHotstar and Star Sports.
The Tata IPL (Indian Premier League) attracts record-breaking TV audiences with a series of evening games played between 10 city or state teams, that are shown live between March and May.
The anchors are seen wearing statement necklaces, cocktail rings, layered bangles, bracelets and earrings.
"This collaboration brings the brilliance of the sport and the timeless allure of diamonds together, making every moment on screen even more memorable," said Shweta Harit, senior vice president at De Beers Group.
Ishan Chatterjee, chief business officer at JioStar, which owns both broadcasters, said: "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."