Story · Mumbai
De Beers India Launches 'Love, from Bestie' Campaign for Friendship Day
De Beers India is celebrating Friendship Day (August 1-2, 2026) with its 'Love, from Bestie' campaign across nine Indian cities. The campaign features the Bestie Bracelet Collection, which includes four natural diamond designs meant to be worn in pairs, including a Morse code 'BFF' design and interlocking motifs. Participating best friend duos can visit 60 retail partner stores for a curated in-store experience with nail art, bag charm crafting, photo opportunities, and a 'Bestie Contract' signing. Toranj Mehta, Country Head of Category Marketing at De Beers India, emphasized the campaign aims to create a meaningful ritual celebrating lifelong friendships, which she described as as rare and authentic as natural diamonds.
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