De Beers x Indian Cricket: Suryakumar Yadav & Abhishek Sharma

We covered De Beers Group’s campaign featuring Indian cricket stars Suryakumar Yadav and Abhishek Sharma, bringing together the worlds of cricket, culture and modern luxury in a way that felt fresh and incredibly relevant. The campaign explores natural diamonds through the lens of resilience, individuality and self-expression, drawing a natural parallel between the years of patience and pressure behind a diamond and the journeys of athletes who have built their careers through persistence, confidence and an ability to rise to the occasion. From SKY’s bespoke Powerplay pendant, inspired by his journey on the field, to Abhishek’s contemporary take on diamond jewellery, the campaign reimagines diamonds as more than traditional occasion wear — making them a part of everyday style and modern masculinity.

What stood out was the distinct personality each cricketer brought to the campaign, while staying true to the larger idea of celebrating natural diamonds and the stories behind them. Through its digital-first approach and integration with live cricket, De Beers found a way to bring the campaign directly into the culture and conversations of a new generation. We were excited to cover the campaign and capture how two of Indian cricket’s most recognisable names brought their own journeys, style and individuality to the world of natural diamonds.