Tanishq has launched its 2026 Diwali campaign, “Share the Light, this India Wali Diwali,” across the United States, Singapore and the GCC markets. Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign looks at how Diwali changes when it is celebrated far from home.
For Indians living abroad, the festival is about holding on to their roots as much as making new memories. The campaign shows traditional food, rituals and gifts being shared, along with friends from different cultures joining the celebration. The film tells the story of a family that finds the feeling of home when its neighbourhood comes together to mark the festival.
The thought builds on “India Wali Diwali,” which TBWA\Lintas introduced for Tanishq last year and which, according to Arpan Bhattacharyya, struck a chord with Indians across global markets. Aditya Kejriwal of Tanishq International said Diwali “doesn’t get diluted when it travels; it expands,” as new experiences and communities add to it.
Tanishq is backing the campaign with exclusive Diwali offers that vary by market and are subject to terms and conditions. The brand has stores on the East and West Coasts of the United States, one in Singapore, and boutiques across the UAE, Qatar, Kuwait and Oman. With this campaign, it continues to deepen its connection with the Indian diaspora.
