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Swarovski ties up with Ananya Panday to launch minimalist Diwali campaign




The association strengthens Swarovski’s ‘glocal’ omniretail strategy in India as an accessible luxury brand

Swarovski partnered with Bollywood actress Ananya Panday to usher in their radiant Diwali campaign and celebrate the spirit of the upcoming festive season. The campaign was featured across Swarovski’s stores, website, e-commerce platforms and multi-brand stores from October 12.

The campaign highlights the brand’s continued emphasis on sustaining and expanding their presence in the Indian market. Swarovski is accelerating its omniretail strategy in India by shifting base from five-star hotels to choosing prime locations in malls – also in line with its attempt to garner appeal amongst a wider range of customers. With over 45 brick-and-mortar boutiques in India and 120 multi-brand stores, the Austrian label is reinventing itself as an accessible luxury brand that taps into Indian millennials’ preferences for precious statement and everyday jewellery.

Swarovski’s Diwali campaign features Panday showcasing jewellery from its ‘Mesmera’, ‘Millenia’, and ‘Gema’ collections. Her minimalist outfit and makeup brings out the statement collections, including coloured crystals, suitable for festive occasions and parties.

This activity is in line with the brand’s strategy to become part of the Indian customer’s everyday accessory portfolio. The current campaign comes on the heels of Swarovski’s first Bollywood association during Diwali, 2020, with Bhumi Pednekar as an extension of their global 125th Swarovski anniversary campaign.


Giovanna Engelbert, Creative Director, Swarovski, remarked on how the association with Panday blends her youthful image with the brand’s mastery over crystal cutting and artistry. “Epitomizing grace, beauty, and the spirit of modern India, Ananya embodies the essence of Swarovski’s Diwali 2023 campaign, which highlights our commitment to creating moments of brilliance,” she said.

Retail Jeweller India News

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