Reliance Jewels has launched a pre-Diwali campaign titled “Khud ke traditions banayein, Saath mein Diwali manayein!”, featuring actors Raveena Tandon and Rasha Thadani. Conceptualised by The Script Room, the campaign centres on an ad film that looks at how traditions change from one generation to the next. It is directed by Punit Malhotra and produced by Karan Johar, Apoorva Mehta and Punit Malhotra under Dharma 2.O.
Tandon plays the mother and Thadani her daughter. Through scenes of prayer, festive preparations, seeking elders’ blessings and time spent with family, the film shows a younger generation celebrating Diwali in its own way while staying rooted in heritage. Jewellery links the two women, carrying shared memories and family bonds while letting each express her individuality. The film closes with the unveiling of the brand’s new collection.
A Reliance Jewels spokesperson said Diwali is a chance to celebrate what unites families while acknowledging that every generation does things differently. The campaign, the spokesperson added, is as much about the memories tied to jewellery as it is about self-expression, without making celebrations feel bound by convention.
Ayyappan Raj, founder of The Script Room, said festive advertising often relies on familiar mother-daughter stories, so the team gave it a contemporary twist by focusing on Gen Z and challenging how younger consumers are perceived. Having Tandon side with Thadani’s character, he noted, offered a fresh and relatable lens.
