Tanishq, from the house of Tata, launched its 2026 Diwali campaign, ‘Share the Light, this India Wali Diwali,’ across the United States, Singapore, and GCC markets. The campaign was conceptualized by TBWA\Lintas, part of Omnicom Advertising India.
The film explores how Diwali celebrations evolve when observed away from home, bringing together familiar traditions and the diverse communities that become part of the festivities.
“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,” said Aditya Kejriwal, Head of Marketing, Tanishq International, Titan Company Limited.
“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.”
“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,” said Arpan Bhattacharyya, Executive Director and Head of Creative – South, TBWA\Lintas.
“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 is running Diwali offers, which vary by market and are subject to applicable terms and conditions. The brand has a presence across the East and West Coasts of the United States, one store in Singapore, and boutiques across the UAE, Qatar, Kuwait, and Oman.
Credits
Creative: Russell Barrett, Arpan Bhattacharyya, Sahul Patri, Durga Pankaj Bangde, Khitish Ray, Likhith Rohan T
Business: Govind Pandey, Kishore Subramanian, Sitara Belliappa
Strategy: Kishore Subramanian, Arunima Sardar
Production House: This Is That
Director: Shihab Karim
