BrandBuzz
De Beers Group Launches ‘Love, from Bestie’ – A Sparkling New Diamond Ritual for Best Friends This Friendship Day
A First-of-Its-Kind Natural Diamond Bracelet Collection Honoring the Unique Bond Between Best Friends
This Friendship Day, De Beers Group, the world’s leading diamond company, unveils a heartfelt new tradition: ‘Love, from Bestie’ — a radiant bracelet collection designed to celebrate the rare and enduring friendship between two women best friends.
In a world where friendships are chosen and cherished, this campaign shines a light on the intimate, lifelong bond shared by two best friends — the ones who’ve stood by each other through every phase of life. Whether it’s the friend who knows your secrets, calls you out on your drama, or simply shows up when it matters most, the Bestie Bracelet Collection is a sparkling tribute to that one-of-a-kind connection.
“The idea behind the Bestie Bracelet campaign was to create a meaningful ritual that captures the strength of a friendship between two women,” says Amit Pratihari, Managing Director, De Beers India. “Crafted in natural diamonds, each bracelet pair symbolizes the rarity and authenticity of their relationship — because for friendships so natural, only natural diamonds will do.”
About the Bestie Bracelet Collection:
- Four elegant designs, offered in pairs — one for you, one for your best friend.
- Crafted with natural diamonds, representing timeless value and rarity.
- Designed to mark shared milestones, memories, and the beauty of belonging.
Digital Experience for Indian Consumers:
To support the campaign, De Beers has launched a dedicated website for India: adiamondisforever.com, featuring:
- A curated catalogue of Bestie Bracelets
- A store locator for participating retailers
- Insights into the authenticity and allure of natural diamonds
Real Stories, Real Sparkle:
The campaign features real-life best friends across age groups — 30s, 40s, 50s, and 60s — sharing their stories of loyalty, laughter, and love. Celebrity best friends also join the celebration, bringing their friendships to life through Instagram-first storytelling and engaging content.
Campaign Rollout:
Launching on August 3rd, 2025, the campaign will be activated across:
- TV, print, radio, digital, and social media
- Out-of-home (OOH) and experiential activations in key cities
BrandBuzz
PNG Jewellers Brings Madhuri Dixit and Ranbir Kapoor Together In Its New Brand Campaign, Unstoppable Legacy
The First TVC Featuring Both Brand Ambassadors Celebrates PNG Jewellers’ Legacy Since 1832, Bringing Together Generations Of Trust As The Festive and Wedding Season Begins.
Madhuri Dixit and Ranbir Kapoor talk about legacy; the audience assumes they mean their own, and the reveal is that they are talking about PNG Jewellers, one of India’s most trusted legacy jewellery brands. That is the idea behind Unstoppable Legacy, the new campaign from PNG Jewellers. It is the first PNG Jewellers TVC to feature the two brand ambassadors, Madhuri Dixit and Ranbir Kapoor, and it goes live today across national television and digital platforms as the festive and wedding season begins.
The film is set backstage at a show. Ranbir opens with, “Hume introduction ki kya zaroorat, hum toh old gold hain” (We need no introduction, we are old gold). Madhuri replies, “Lakhon dilon mein base rehna, koi aasan baat hai kya?” (Is it easy to stay in millions of hearts?) As they speak about winning over every generation and a shine that never fades, one has inherited a legacy, and the other has created her own. The reveal comes on stage: it was about PNG Jewellers all along. The film ends on the line, Unstoppable Legacy.
Speaking on the launch, Dr. Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers, said:
“Legacy is earned over generations. PNG Jewellers has built its own since 1832, and families have trusted us with their most important occasions for decades. Madhuri Dixit has created a legacy of her own and Ranbir Kapoor carries one forward, which is why they were the right duo to tell this story as the festive and wedding season begins.”
Hemant Chavaan, Head, Marketing, E-commerce, CRM and CSR, PNG Jewellers, said:
“A legacy brand’s real risk is being admired and not chosen. We wanted a film a younger viewer would share, and her mother would enjoy, with PNG Jewellers earning the last frame. Madhuri Dixit brings the trust families place in us, Ranbir Kapoor brings a new generation, and the reveal shows a brand that has been at this since 1832 and is still moving strong. Unstoppable Legacy is the line we want the brand to carry.”
Madhuri Dixit said:
“Staying in people’s hearts for years is not easy, and the same is true for a brand. PNG Jewellers has done that for generations, and I have been proud to be part of this brand for many years. Shooting this film with Ranbir was great fun, and I hope viewers enjoy the twist.”
Ranbir Kapoor said:
“Legacy comes with responsibility. You respect what came before, and you still make it your own. PNG Jewellers has done that since 1832, which is why joining the family felt right. Working with Madhuri ma’am on this film was a pleasure.”
The film will run on Star Plus, ET Now, Aaj Tak and Republic Bharat, on YouTube, Instagram, Facebook and connected TV, and in PNG Jewellers stores and theatres. The campaign is supported by festive offers on gold and diamond jewellery, available across all stores till 15 November 2026.
Watch the film:
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.