This festive season, Tanishq celebrates the enduring spirit of home with its new Diwali campaign, ‘India Wali Diwali,’ conceptualised by Lowe Lintas. The heartwarming film captures how Indians living abroad recreate the essence of Diwali – keeping traditions alive and hearts connected, no matter the distance.
Told through the eyes of a young girl who has never experienced Diwali in India, the story unfolds as she watches her family light diyas, decorate their home, and dress in Tanishq jewellery that completes their festive glow. Through her innocent wonder, the campaign beautifully conveys that Diwali is not bound by geography – it lives in shared rituals, emotions, and the joy of togetherness.
Aditya Kejriwal, Head of Marketing, International Business – Titan Company, said:
“Diwali isn’t just a festival; it’s an emotion that connects us to our roots, no matter where we are. India Wali Diwali is a tribute to that sense of belonging and the traditions that keep us connected across distances. It reflects Tanishq’s belief that jewellery is not just adornment but a symbol of love and shared celebration.”
Arpan Bhattacharyya, Head of Creative (Copy), South, Lowe Lintas, added:
“For many Indians abroad, Diwali rekindles cherished memories of home. We wanted to capture that nostalgia through the eyes of a child discovering the magic of an India Wali Diwali for the first time.”
The campaign is live across digital, social, and cinema platforms in key international markets including the USA, Singapore, and the GCC – extending the glow of India’s favourite festival to every corner of the world.
