De Beers taps Pankaj Tripathi, daughter Aashi for natural diamond push in India
De Beers Group rolls out a father-daughter themed campaign featuring Bollywood actor Pankaj Tripathi and daughter Aashi, aiming to revive natural diamond demand in India as lab-grown stones gain share.
What happened
De Beers Group launches a natural diamond marketing campaign in India featuring actor Pankaj Tripathi and his daughter Aashi, celebrating the father-daughter
Why this matters
De Beers' India push highlights gifting as the contested battleground in jewelry; expect more brand acquisitions or celebrity tie-ups across the category as natural and lab-grown players race for emotional positioning.