A unique initiative for customers spread across 50 stores this Father’s Day
MUMBAI, India, June 18, 2026 /PRNewswire/ — De Beers Group is celebrating Father’s Day this year with a very personal addition to the ‘Love, From Dad’ campaign. The campaign features a collaboration with acclaimed actor Pankaj Tripathi and his daughter, Aashi, for a special film that highlights the evolving relationship between fathers and daughters, a bond built on trust, encouragement and unconditional support.
Centered on the second ear piercing as a meaningful moment of self-expression and growing independence, the film brings to life the silent emotions that define the father-daughter relationship at its most authentic. Set against the unhurried beauty of a beach, footprints in the sand carry the weight of time passed and a deeper bond. The film captures the realization that every father knows, namely that the daughter who once followed closely in his footsteps now confidently goes a step further and forges her own path. It is in this moment of silent, proud recognition that a natural diamond becomes more than a gift. It becomes a father’s way of saying: I see you, I trust you, and I’m proud of who you are becoming.
To bring this story to life for consumers across India, De Beers Group has launched an extensive retail activation across 50 select stores across the country. In major cities including Mumbai, Delhi, Bangalore, Chennai, Hyderabad, Kolkata, Pune, Lucknow and Nagpurfathers and daughters can take part in a unique, memory-based shopping experience that ensures every customer goes home with a beautiful, permanent memory of their bond, clicking unique photos with renowned photographers at these select stores to mark the moment over Father’s Day weekend (20e -21st June 2026).
The second ear piercing, unlike the first, which is guided by tradition, is the personal choice of a young woman. It marks her growing sense of individuality and self-expression. With ‘Love, From Dad’, De Beers positions the natural diamond as the most meaningful way for a father to honor this milestone, connecting the enduring qualities of a natural diamond, its rarity, resilience and durability, with the enduring power of the father-daughter bond.
Toranj Mehta, Country Head – Category Marketing, De Beers Indiasaid, “Natural diamonds have always anchored life’s rarest moments and this Father’s Day, we celebrate the second piercing as a crucial milestone of a daughter’s independence. By collaborating with Pankaj Tripathi and Aashi, we celebrate a bond built on authenticity and rarity. We are also excited to expand this story through interactive activations in over 50 stores across India, allowing families to participate in the campaign, discover natural diamond jewelery first-hand and create a cherished memory of their own.”
For Pankaj Tripathithe collaboration was very personal. Known for his grounded personality, he shared, “As a father, some of the most emotional moments are when you realize your child is becoming her own person and making her own choices. The second piercing represents that moment of trust. What appealed to me about this story is how a simple gesture can become a lifelong memory. Sharing this experience with my daughter, Aashi, made it very special. A natural diamond, like a father’s love, stays with you unchanged through every chapter of life.”
The Father’s Day video segment will be shared across De Beers Group’s digital and social media platforms, inviting families across India to celebrate the milestones that outlast the trends. Through this collaboration, De Beers continues to put natural diamonds at the center of life’s most meaningful connections. To view the reel visit @heerahaisadakeliye and visit for more information about natural diamonds http://www.adiamondisforever.com.
To click your unique photos and create a memory this Father’s Day, visit https://withlovefromdad.netlify.app/
About De Beers Group
Founded in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs over 20,000 people in its diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation is at the heart of De Beers Group’s strategy as it develops a portfolio of offerings spanning the diamond value chain, including its jewelery houses, De Beers Jewelers and Forevermark, and other breakthrough solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of educational and laboratory services and a wide range of diamond grading, detection and classification technology services. De Beers Group is committed to ‘Build forever,’a holistic and integrated approach to creating a better future – where security, human rights and ethical integrity remain paramount; where communities thrive and the environment is protected; and where there are equal opportunities for everyone. De Beers Group is part of the Anglo American plc group. For more information, visit http://www.debeersgroup.com.
View original content:https://www.prnewswire.com/in/news-releases/de-beers-group-celebrates-the-natural-father-daughter-bond-with-pankaj-tripathi-and-aashi-302804089.html