The Japanese chocolate brand blends surreal settings, playful storytelling and distinctive packaging to bring a fresh perspective to festive gifting.

Film: https://www.instagram.com/reel/Dev18ynot1t/?dlrf=NWJhem5yaTI2ZXRm

Japanese chocolate brand ROYCE’ has launched its Diwali campaign, Not Quite Ordinary, built around the idea of turning familiar moments into unexpected visual experiences. The campaign uses stylised environments and unusual encounters to reflect the brand’s distinctive approach to chocolate and gifting.

Creative direction is by Pranoy Sarkar, with styling by Devanshi Tuli. The campaign combines bold colours, theatrical settings and understated humour, placing ROYCE’ chocolates at the centre of each scene. Minimalism, clean lines and carefully composed visuals draw on the brand’s Japanese design sensibilities.

The campaign also explores the personal side of festive gifting, highlighting how choosing something that reflects an individual’s taste can make the gesture more meaningful.

Samir Gadhok, founder of Burgundy Brand Collective, said the brand’s understated identity allowed the team to approach the campaign playfully, aiming to evoke the pleasure and curiosity associated with receiving a box of ROYCE’ chocolates.

Avani Raheja, founder of Burgundy Brand Collective, added that the campaign reflects consumers’ confidence in their preferences and the thoughtfulness behind their choices.

Alongside the campaign, ROYCE’ has introduced a limited-edition Festive Gift Collection featuring three designs: Lumina, Starlight and Sunburst. Each offers a distinct colour palette, gold accents and different opening details.

Available in Small and Large assortments, the collection includes selections such as Pure Chocolate, Chocolate Wafers and Prafeuille Chocolat, with contents varying by box.

The Festive Gift Collection is available on royceindia.com, with prices starting at ₹3,195, inclusive of taxes.