ITV

Tag: Ravikumar Cherussola

  • De Beers unveils unique second piercing ritual to boost diamond demand

    De Beers unveils unique second piercing ritual to boost diamond demand

    MUMBAI: De Beers Group has introduced an innovative gifting occasion to enhance the appeal of natural diamonds among younger consumers—the second ear piercing. Rooted in India’s traditional and modern rituals, this initiative seeks to strengthen consumer connections with natural diamonds.

    The centrepiece of this campaign is the ‘Love, From Dad’ collection, designed to honour the unique bond between fathers and daughters. De Beers Group envisions this as a symbolic milestone—a daughter’s decision to get a second piercing representing her independence, marked with a timeless diamond gift from her father.

    To expand its reach, the programme is integrated into the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC). Retailers who register at www.indraonline.in can access and customise campaign materials, attend virtual training on natural diamonds, and utilise INDRA’s WhatsApp platform for seamless engagement.

    De Beers India MD Amit Pratihari remarked, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”

    To further support Indian consumers, De Beers has launched a dedicated website, www.adiamondisforever.in, providing information on natural diamonds, a curated selection of diamond stud earrings for second piercings, and a store locator for participating retailers.

    The campaign employs a comprehensive, multi-lingual approach spanning television, print, OOH, radio, influencer marketing, and social media, ensuring deep consumer engagement. Conceptualised and executed by 82.5 Communications, it aims to highlight the special father-daughter relationship through storytelling that resonates across diverse audiences.

    82.5 Communications executive creative directors – south Sangeetha Sampath and Ravikumar Cherussola commented, “Relationships and diamonds have always been a rich space to explore. Our task was to identify a fresh take in this space. The world sees teenagers in a stereotypical way. But the dad sees his young teenager as an adult-in-training. Her overflow of emotions is a part of growing up, while she is figuring who she is and isn’t, like when she wants a second ear piercing. This campaign is a faithful portrayal of this dad-teenage daughter relationship.”

    Rolling out just ahead of the festive season, the ‘Love, From Dad’ campaign aims to establish natural diamonds as the perfect expression of love and celebration. 

  • Himalaya’s ‘healthy hair’ promise empowers women in new spot

    Himalaya’s ‘healthy hair’ promise empowers women in new spot

    NEW DELHI: The Himalaya Drug Company has unveiled a new film for Himalaya Anti-Hair Fall Shampoo with the communication “Hair fall nahi, ab sirf zindagi meri mutthi mein” (No fallen hair, only life in the palm of my hand) as part of the Healthy Hair Ka Vaada campaign.

     Hair fall is a major concern in contemporary times – be it due to pollution, lack of proper nutrition, or stress. Addressing people’s inclination towards natural ingredient-based solutions, the campaign highlights the unique proposition of Himalaya Anti-Hair fall shampoo as a trustworthy solution for hair fall. The film, set in present-day context, showcases how women today are winning in all aspects of life, be it academics or pursuing their passion. While they have everything under control, hair fall is still a worry.

    The commercial opens with a girl getting ready for college, clenching her fist, saying: Meri zindagi, meri mutthi mein. However, when she runs her fingers through her hair, she finds broken strands of hair.

    Designed and conceptualised by 82.5 Communications, the  film emphasises how consumers can choose a herbal and trusted solution like Himalaya anti-hair fall shampoo to tackle hair loss problems. With the right natural ingredients such as bhringaraja and palasha, Himalaya Anti-Hair Fall shampoo strengthens hair to reduce hair fall and promises healthy locks.

    The Himalaya Drug Company category manager – hair care Vibhu Gangal  said, “This new communication ‘Hair fall nahi, ab sirf zindagi meri mutthi mein’ has been conceptualised to support our key shampoo variant. This film captures a woman’s multiple attempts to control hair fall before arriving at a trusted solution. The message of the film is simple and through our communication, we want to help consumers make the right choice. This TVC is a striking reassurance that our products, infused with the goodness of natural ingredients, help reduce hair fall.”

    82.5 Communications Bangalore group creative directors Sangeetha Sampath and Ravikumar Cherussola said, “Today’s young woman is confident and in total control of her life. She doesn’t look at problems as life disruptors. On the contrary, she is a solution seeker. And the same applies to her hair fall problem. That is where Himalaya as a brand comes in and helps her regain total control. We aimed to keep it real, so young women understand that our promises are real too.”