Reliance Jewels has unveiled its Diwali campaign starring Raveena Tandon and her daughter Rasha Thadani, with The Script Room behind the creative. The film, titled ‘Khud ke traditions banayein, Saath mein Diwali manayein!’, looks at how family rituals change as generations take their own approach to culture.
The story uses the exchange and sharing of jewellery between a mother and daughter to show that tradition can be reinterpreted without losing emotional connection. Instead of framing customs as fixed practices, the campaign presents them as evolving expressions of family bonds.
The twist in familiar festive storytelling
Celebrity mother-daughter casting is not new in festive advertising. The difference here, according to The Script Room founder Ayyappan Raj, is perspective. Rather than showing the elder generation teaching the younger one, the film lets Raveena take Rasha’s side.
“We wanted to give this space a contemporary twist by looking at Gen Z and challenging the way younger consumers are often perceived,” Raj said.
A Reliance Jewels spokesperson added that the campaign is about memories and connections, and about “allowing people to express themselves in their own distinct way.”
Why this matters for festive marketers
The campaign arrives at a dense festive advertising period, when most jewellery brands lean on heritage, ritual and family obedience. Reliance Jewels is drawing a different line: heritage can stay, but the younger generation gets to reinterpret it.
For an industry that often treats Gen Z as distracted or disinterested, the campaign reframes young consumers as active keepers of culture. The mother-daughter exchange becomes a metaphor for brand strategy: invite new expression, but keep the inherited object—and the relationship—centre stage.
For marketing teams, the film offers a simple generational framework.
- Tradition is raw material, not a rulebook. The ad treats ritual as something to reshape, not repeat.
- The older generation joins the change. Raveena’s endorsement of Rasha’s choices makes the shift feel affectionate rather than rebellious.
- Product sits inside the emotional exchange. Jewellery becomes the object through which memory and identity pass from one generation to the next.
What you can borrow
If your brand is planning a generational or festive story, the sequence matters. First, establish the ritual people recognise. Then, have the parent or authority figure back the younger character’s modern interpretation. Finally, tie the product to the relationship, not just the occasion. This construction shows that respect for roots and room for personal expression can coexist in the same scene.
This matters beyond jewellery. Any heritage brand—food, fashion, banking or automotive—can use the same move: let the legacy character protect the new idea instead of defending the old one. The emotional risk lowers, because the family still chooses each other.
The campaign is directed by Punit Malhotra and produced by Karan Johar, Apoorva Mehta and Punit Malhotra under Dharma 2.O. Reliance Jewels’ Diwali collections are available across more than 130 showrooms in India and online, with promotional offers on gold and diamond jewellery.
Source: MediaNews4U
