The campaign highlights the importance of self-expression featuring Shreya Dhanwanthary.
The recent storytelling campaign ‘Love From Universe’ by De Beers captures the beauty of self-expression woven with the art of manifestation. The brand film features Shreya Dhanwanthary creating a vision board for 2026 with utmost enthusiasm, putting all her manifestations on the vision board with visuals. The vision board had dreams like biking, speaking french, less troubles, tickles and giggles for her little daughter and many other manifestations. She seems to be enjoying her company with the act of self-expression in the light.
The brand placed itself in between the moment of self-expression and manifestation, enforcing that the brand exuberates both the energies. It quietly puts the diamond intention jewellery pendant in the picture after the vision board is ready. To celebrate the occasion, Manifestival 2026 is launched inviting all the big influencers to come and create their vision board for 2026.
Love From Universe is a giant campaign reaching 16 cities in India. It will use TV, newspapers, radio, movies, billboards, online ads, and social media. Mumbai and Delhi are the main focus, with big newspaper ads and prime billboard spots to get everyone's attention right away.
The products will be sold through over 20 manufacturing partners at their stores all over the country. Also, all the ad materials can be found on the Indian Natural Diamond Retailers Alliance(INDRA) website. This lets partners change the ads to fit their local areas while keeping the message consistent.
The campaign lasts until the end of January 2026. The timing is on target with the time people think about new goals and changes. Instead of just pushing diamonds as gifts for events, De Beers Group is trying to link them to personal goals, changing how people see luxury, feelings, and modern life.
Key Takeaways from the campaign:
Emotion-based positioning
The brand purely talks about the pleasures of self-expression and manifestation towards 2026. Between the two, the brand positioned itself as a choice of self-expression and a manifestation for 2026.
Modern narrative with heritage
De Beers used a modern narrative to its storytelling approach in such a way that it does not lose its identity as a heritage brand but also as a modern and fresh luxury brand.
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