De Beers Group has launched Love From Universe, a new campaign that positions natural diamond jewellery as a reflection of intention, empowerment, and modern identity. The initiative aligns with the rising cultural focus on manifestation and mindset-led living, introducing the Intention Pendant-a piece designed not just for style, but as a meaningful symbol of clarity, confidence, and self-belief.
The campaign centers on storytelling rooted in aspiration. Its film, starring Shreya Dhanwanthary, follows a young woman thoughtfully building her 2026 vision board-capturing ambition, reflection, and optimism. The narrative ends with a defining insight: diamonds are no longer passive luxury, but conscious choices. As she says, “To manifest my best life, a billion years of cosmic energy-from nature’s heart to mine.”
Love From Universe further amplifies cultural resonance through collaborations with influential creators including Tamannaah Bhatia, Athiya Shetty, and Sania Mirza. Each expresses her individual journey through personal vision boards while wearing the Intention Pendant. To deepen engagement, De Beers has also launched Manifestival 2026, an immersive offline experience where top creators craft and share their manifestation stories.
This 360° campaign spans 16 major Indian cities through television, print, radio, cinema, outdoor, and digital media. Mumbai and Delhi anchor premium visibility, while campaign assets remain accessible via the INDRA portal for retailer customisation.
Running until January 2026, the campaign aligns with the season of renewal and goal-setting, marking a shift from gifting-based jewellery marketing to intention-led luxury. With this, De Beers positions natural diamonds as emotionally meaningful, culturally relevant, and deeply personal.
