This Diwali, Tanishq has unveiled a new festive campaign, India Wali Diwali. The campaign captures a truth that resonates with Indians across the globe, ‘no matter where you are, the spirit of Diwali belongs in your heart’.
For those living away from India, the festival often takes on an even grander glow, with familiar rituals, festive preparations, and shared moments that recreate the feeling of home, thousands of miles away from home. At the heart of these traditions lies jewellery, which has always held a special place in Indian festivities.
Conceptualised by Lowe Lintas, the campaign is narrated through the eyes of a young girl who has never experienced Diwali in India, the story unfolds with wonder as she watches her family prepare for a grand India wali Diwali. From diyas and decorations lighting up their home, to the women of the house adorning themselves with Tanishq jewellery that completes their festive look and adds to the grandeur of the occasion.
Aditya Kejriwal, Head of Marketing, International Business, Titan Company, said, “Diwali isn’t just a festival, it’s an emotion that connects us to our roots, no matter where in the world we are. For Indians everywhere, it’s a bridge that brings them closer to where their hearts truly belong. India Wali Diwali is a tribute to that feeling of belonging, to the memories we cherish, the traditions we carry, and the connections that define us across distances. It also reflects Tanishq’s belief that jewellery is more than adornment; it is a symbol of love, togetherness, and shared celebration.”
Arpan Bhattacharyya, Head of Creative (Copy), South, Lowe Lintas, said, “For Indians who have been living abroad for a significant amount of time, the festive season is when the heart yearns the most for home. Rituals and celebrations that we in India take for granted and find cliched represent happy festive memories for these people. This is what we wanted to tap into for Tanishq International’s Diwali ad, with a story told through the eyes of a little girl who has never experienced Diwali in India.”
