The central goal of the campaign is to deepen Tanishq’s emotional resonance with customers by celebrating Diwali in a way that feels familiar and genuinely reflective of their lives abroad
Dubai: Tanishq, the jewellery brand from the Tata Group, has launched its latest festive campaign, ‘India Wali Diwali’, across key international markets including the GCC, Singapore and the United States. The campaign aims to emotionally connect with the global Indian diaspora by evoking the cultural essence of Diwali while showcasing the brand’s global expansion.
The rollout includes a mix of short films, visual creatives, influencer content, and locally tailored digital formats. Each region received a customized media approach led by local consumer behaviour and cultural insights.
In the Middle East, Tanishq brought the campaign to life with a regional tilt. The UAE and Qatar activations spanned a multi-platform strategy encompassing out-of-home advertising, digital, radio and performance marketing.
High-impact billboards were placed at key locations including Sheikh Zayed Road, Meena Bazaar, and Karama in Dubai, along with Hamdan Street in Abu Dhabi. Short-term placements enhanced festive presence in other strategic areas such as Al Khail Road and Umm Suqeim. Tanishq also featured prominently at the arrivals areas of both Dubai and Abu Dhabi airports—ensuring the brand became one of the first visual cues of homecoming for travellers during the festive season.
Digitally, the campaign leveraged a full-funnel strategy—from awareness via YouTube and connected TV, to engagement on digital platforms and geo-targeted notifications.
The festive cheer continued on airwaves through radio contests on stations like Radio 4 and Gold FM, where listeners could win AED 500 Tanishq gift vouchers. Influencers and creators from Indian communities abroad were also enlisted to share personal stories of what ‘India Wali Diwali’ meant to them, building a sense of shared celebration and nostalgia.
Speaking to media news portal Campaign Middle East, Aditya Kejriwal, Head of Marketing – International Business at Titan Company Limited and Tanishq, said, “We’ve always believed that Diwali is more than a celebration – it’s a profound emotional experience rooted in shared joy, belonging, and tradition. With ‘India Wali Diwali’, we crafted a 360° cross-market campaign that combined emotion, data, and technology to make the brand felt, not just seen.”
The campaign, designed to run for around 40 days, is tracking success through standard KPIs like reach and engagement, as well as emotional impact.“When customers share stories of how the campaign moved them, reminded them of home, or brought a tear to their eyes – that’s when we know we’ve truly connected,” Kejriwal said.
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