Tanishq has rolled out a campaign, 'India Wali Diwali' (Indian Diwali), ahead of the festivities, to spotlight the magic of togetherness and tradition.

Conceptualised by Lowe Lintas, the campaign comprises an ad film.

The film unfolds through the eyes of a young girl in the US who has never experienced Diwali in India. With childlike wonder, she watches her family recreate the festival’s magic from diyas and decorations that light up their home to the women adorning themselves with Tanishq jewellery that completes their festive glow. At its heart, the film aims to remind the viewer that Diwali isn’t about where one is, but what they feel.

What we think about it: The film strikes an emotional chord with its gentle storytelling and warm visuals that beautifully capture the nostalgia of celebrating away from home. While the narrative feels familiar, its sincerity and the child’s perspective give the film a refreshing innocence that makes the sentiment land.

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 clichéd 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.”

CREDITS:

Client: Tanishq

Agency: Lowe Lintas

Tanishq IBD team: Aditya Kejriwal, Amitabha Sutradhr, Karthikaini R, Spoorthi Arun, Devangshi Roy, Gokul Gopakumaran Kartha

Creative team: Arpan Bhattacharyya, Sahul Patri

Account management: Kishore Subramanian, Arunima Sardar, Sitara Belliappa B

Production house: ThisisThat Productions

Director: Shihab Karim

Producer: Ambika Singh