Mumbai, 13 November 2026: Tanishq, India’s largest jewellery retail brand from the house of Tata, has launched its 2026 Diwali campaign, ‘Share the Light, this India Wali Diwali’, across the United States, Singapore and GCC markets. Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign explores how Diwali celebrations evolve when observed away from home, bringing together familiar Indian traditions and the diverse communities that become part of the festivities.
For Indians living abroad, the festival is as much about preserving a connection to their roots as it is about creating new memories. From sharing traditional food and rituals to exchanging gifts and welcoming friends from different cultures into their celebrations, the campaign captures how the spirit of Diwali finds new ways to flourish across borders.
Speaking about the campaign, Aditya Kejriwal, Head of Marketing, Tanishq International, Titan Company Limited, said: “Today, for Indians living across the world, Diwali is a beautiful coming together of the many worlds they inhabit their cultural roots, global lifestyles, traditions, friendships and individual expressions. While the way they celebrate may evolve with their surroundings, the essence of the festival only grows richer as new experiences, relationships and communities become part of it. Through ‘Share the Light’, we wanted to celebrate this evolving expression of Diwali and recognise how every place, every relationship and every shared experience adds a new dimension to the festival. At Tanishq, understanding these evolving customer sentiments is central to how we build meaningful connections across our international markets. Jewellery, much like the celebrations themselves, moves effortlessly through these different worlds, becoming a part of the memories, relationships and moments that matter. Because Diwali doesn’t get diluted when it travels; it expands. And when all our worlds come together, every light becomes brighter.”
Arpan Bhattacharyya, Executive Director and Head of Creative – South, TBWA\Lintas, said “We introduced ‘India Wali Diwali’ as a campaign thought for Tanishq last year, and it struck a chord with Indians across the global markets the brand serves. With ‘Share the Light’, we wanted to connect with Indians who have made a new home abroad but still long for the warmth of an India Wali Diwali. The film tells the evocative story of a family that finds the spirit of home when its neighbourhood comes together to celebrate. At its heart, the idea is about how traditions travel, evolve and bring people together. Because the true spirit of Diwali lies in sharing its light.”
Tanishq’s exclusive Diwali offers add to the festive gifting experience. Offers vary by market and are subject to applicable terms and conditions. With presence across the East and West Coasts of the United States, one store in Singapore, and boutiques across the UAE, Qatar, Kuwait and Oman, Tanishq continues to strengthen its connection with the Indian diaspora.
