Jewelbox has rolled out a festive campaign for Diwali, 'This Diwali, Say it With A Diamond', featuring actor Vaani Kappor.

The campaign comprises an ad film.

The film opens with Kapoor admiring a Jewelbox diamond necklace and earring set alongside her mother. When her mother remarks that it will make Kapoor look beautiful, she gently places the jewellery on her instead, revealing it as a gift. Though hesitant at first, worrying it’s too expensive, the mother is reassured when Kapoor insists that this Diwali, she wants her to shine brighter than anyone else. The story closes with a voiceover: “Tell the matters of the heart through diamonds.”

What we think about it: The idea is tender, and the mother–daughter dynamic lands well for a festive narrative, but the execution feels predictable. While the film succeeds in showing warmth and elegance, it doesn’t push beyond the well-worn trope of jewellery as a gift of love, which risks blending into the noise of every other Diwali campaign.

Vidita Kochar Jain, co-founder, Jewelbox, said, “Diwali is about light, love and new beginnings. This campaign captures those values with authenticity and warmth. Vaani Kapoor brings an elegance and sincerity that mirrors the philosophy of Jewelbox. With this film, we invite people to express their love in a way that feels lasting and personal, by saying it with a diamond.”

The campaign will be live across digital platforms and outdoor media.