Gurugram-based fragrance brand Bla Bli Blu has launched its Diwali 2026 campaign, #SayNoToGifts, questioning the habit of exchanging the same generic festive gifts every year. The campaign began with a fictional Indian Gifting Council (IGC), which circulated formal-looking notices across social media announcing a supposed ban on generic and meaningless gifts, sparking conversations about how familiar Diwali gifting has become.
The idea has now been extended through a brand film set in a retirement home. Dry fruits, soan papdi and chocolate discuss why they have fallen out of favour as festive gifts, eventually agreeing that generic gifting is no longer preferred and pointing towards more personalised options.
Founder Kushal said the brand did not want to urge Indians to simply gift better, but to think about what festive gifting means to them, calling the campaign the start of a movement toward thoughtful, curated selections. Rajat said inventing an authority with the power to outlaw the problem helped establish Bla Bli Blu as a critical voice in the gifting conversation, with the buzz validating the approach.
Gifting is already a growing part of the business, with gift sets and a Build Your Own Box offering, and the company, recently EBITDA-positive, expects further growth. Durgesh said the aim is to move the film from a brand asset to a social one, with amplification through Instagram pages, creators, influencers, memes and infotainment content.
