Beyond the sparkle: 11 Diwali jewellery campaigns worth revisiting

New Delhi: A young woman celebrating her first Diwali with her in-laws pairs a silk saree with a blazer. In another advertisement, neighbours come together to make a frontline worker's family feel less alone during the pandemic. Elsewhere, a woman celebrates her first Diwali as an entrepreneur in an office she can finally call her own.

These are among the stories jewellery brands have told around Diwali over the years, finding creative opportunities in a category where advertising has traditionally drawn heavily on gold, prosperity, family rituals and festive dressing. Some campaigns have…