Reliance Jewels has rolled out a campaign, ahead of Diwali, titled 'Khud ke traditions banayein, Saath mein Diwali manayein!' (create your own traditions, and celebrate Diwali together), featuring actors Raveena Tandon and Rasha Thadani.

Conceptualised by The Script Room, the campaign comprises an ad film and explores how traditions evolve across generations.

The campaign is directed by Punit Malhotra and produced by Karan Johar, Apoorva Mehta and Punit Malhotra under Dharma 2.O. 

Featuring Tandon as the mother and Thadani as her daughter, the Reliance Jewels ad film explores how traditions evolve across generations while retaining their emotional significance. Through scenes of prayer, festive preparations, seeking blessings from elders and spending time with family, the film shows how the younger generation celebrates Diwali in its own way while staying connected to its roots. The mother-daughter relationship anchors the narrative, with jewellery linking generations, carrying shared memories and family bonds while letting each generation express its individuality. The film concludes by unveiling Reliance Jewels’ new collection, positioning it as jewellery that brings generations together while celebrating their distinct perspectives on tradition.

What we think about it: The mother-daughter dynamic gives Reliance Jewels a relatable way to explore how Diwali traditions evolve across generations, with jewellery serving as a tangible link between shared memories and individual expression. However, the film leans on familiar festive imagery and a well-worn family narrative, leaving the idea of creating new traditions feeling more stated than meaningfully explored.

A Reliance Jewels spokesperson said, “Diwali gives us an opportunity to celebrate what brings families together, while recognising that every generation has its own way of doing things. This campaign reflects that balance. It is about the memories and connections associated with jewellery, as much as it is about allowing people to express themselves in their own distinct way. The campaign brings this idea to life through the celebrity mother-daughter dynamic, showing how jewellery can be part of shared festive moments without making celebrations feel bound by convention.”

Ayyappan Raj, founder, The Script Room, added, “Festive advertising has traditionally leaned on familiar family narratives, particularly mother-daughter stories. We wanted to give this space a contemporary twist by looking at Gen Z and challenging the way younger consumers are often perceived. Having Raveena take Rasha’s side gave us a fresh and relatable creative lens. The campaign brings together authentic, personal stories where jewellery becomes an integral part of the narrative. Our collaboration with Reliance Jewels has been incredibly enriching, and that spirit of partnership is reflected in a campaign that feels contemporary, engaging and culturally relevant."