Second Piercing: De Beers' Campaign Targets Dads
April 23, 25
(IDEX Online) - De Beers has launched a Love, From Dad collection, aimed at boosting natural diamond sales in India.
It encourages dads to buy earrings when their daughter decides on a second set of piercings.
It's part of the company's Second Ear Piercing Ritual campaign across TV, print, radio, digital, and social media. Love, From Dad highlight the unique bond between fathers and daughters.
The ads present a young woman's second ear piercing as a decision she makes to assert her own growing independence, supported by her father, who gifts her natural diamond earrings to mark the occasion.
"This campaign not only enhances the desirability of natural diamonds but also makes them more accessible, with a variety of designs at different price points," said Toranj Mehta, vice-president of marketing, De Beers.
It follows the formation earlier this year Indian Natural Diamond Retailer Alliance (INDRA) by De Beers Group and the Gem and Jewellery Export Promotion Council.
India has now overtaken China as the world's biggest diamond-buying nation after the US.
Videograb from Love, From Dad courtesy De Beers.