Bla Bli Blu, a Gurugram-based fragrance brand, has launched its Diwali 2026 campaign #SayNoToGifts, which questions the habit of exchanging generic festive gifts. The Bla Bli Blu campaign was reported by afaqs! on 28 October 2026.
The campaign uses a fictional body, the Indian Gifting Council (IGC), which issued formal-looking notices on social media announcing a supposed ban on generic, meaningless gifts.
How Does the Bla Bli Blu #SayNoToGifts Campaign Work?
The brand film is set in a retirement home. Dry fruits, soan papdi and chocolate talk about why they have lost favour as festive gifts. The characters conclude that generic gifting is out of fashion and point towards more personalised options. In the first phase, the campaign was amplified through Instagram marketing, content pages, creators, influencers, and meme and infotainment pages, according to the report.
What Does the Campaign Mean for the Brand’s Business?
afaqs! reports that Bla Bli Blu’s portfolio includes gift sets and a Build Your Own Box, and that the company expects gifting to be a growth focus. It also recently reported EBITDA-positive operations. The report does not name an agency or disclose campaign spend.
Industry Reaction and Expert Commentary
The founders were quoted in the report. Kushal said, “we did not want to urge Indians to simply gift better.” Rajat said the idea is to establish Bla Bli Blu as a critical voice in the festive gifting conversation. Durgesh added that gifting is already becoming a key part of the business. No independent marketing-expert commentary or results data was found.
What Happens Next?
The campaign is in its first phase during the Diwali season. Further phases and any sales results have not been announced.
Frequently Asked Questions
What is the #SayNoToGifts campaign?
It is Bla Bli Blu’s Diwali 2026 campaign that questions generic festive gifting, using a fictional Indian Gifting Council and a brand film set in a retirement home.
Who is behind Bla Bli Blu?
Bla Bli Blu is a Gurugram-based fragrance brand. The founders quoted are Kushal, Rajat and Durgesh.
Is the Indian Gifting Council real?
No. The report describes it as a fictional authority created for the campaign.
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