De Beers looks to cricket for new natural diamond promotions in India

Diamond business De Beers Group has partnered with JioHotstar and Star Sports to launch a new promotional initiative for natural diamonds in India. The business is dressing a number of women cricket anchors in natural diamond jewellery on air across multiple regional language feeds with designs including cocktail rings, neckpieces, and layered bangles.

A key element of the campaign is the introduction of ‘Real Diamonds of the Week’, a segment in which anchors celebrate top-performing players by drawing a parallel between their resilience and the ‘lasting brilliance of natural diamonds,’ the Gem and Jewellery Export Promotion Council announced on its website. The campaign marks a new direction for diamond marketing in India, aiming to connect with younger, sport-engaged audiences through popular live broadcasts.

“Cricket and natural diamonds both embody authenticity, excellence and a lasting legacy,” said De Beers Group’s senior vice president Shweta Harit, the GJEPC reported. “Just as the game unites fans across regions and generations, natural diamonds symbolise connections that stand the test of time.”

The campaign reflects De Beers’ strategy to connect the appeal of natural diamonds with India’s evolving cultural landscape through high-visibility platforms. “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,” said JioStar creator and SMB chief business officer of sports revenue Ishan Chatterjee.