The Reliance Jewels Diwali campaign features actor Raveena Tandon and her daughter Rasha Thadani in a film about mothers and daughters creating their own festive traditions. Titled ‘Khud ke traditions banayein, Saath mein Diwali manayein!’, it was launched with creative agency The Script Room and reported on October 22, 2026.
The film is directed by Punit Malhotra and produced by Karan Johar, Apoorva Mehta and Punit Malhotra under Dharma 2.O.
What Is the Reliance Jewels Diwali Campaign About?
The campaign looks at how families can keep traditions alive without copying them exactly. It presents jewellery as a link between generations, with mothers and daughters adapting rituals to their own tastes.
Ayyappan Raj, Founder of The Script Room, said festive ads have traditionally relied on familiar family stories, and this one adds a contemporary twist by looking at Gen Z. He added: “Having Raveena take Rasha’s side gave us a fresh and relatable creative lens.”
What Does the Campaign Mean for Festive Jewellery Marketing?
Reliance Jewels says its new Diwali collections are available at 130+ showrooms across India and online, with offers on gold and diamond jewellery. A company spokesperson said “every generation has its own way of doing things,” which is the idea the film builds on.
Industry Reaction and Expert Commentary
No analyst, rival or industry-body comment on the campaign, and no performance data such as views or sales impact, was available in the sources reviewed.
What Happens Next?
With Diwali approaching, the film is expected to run alongside the retailer’s festive offers in stores and online. Results will depend on how audiences respond; none had been reported at the time of writing.
Frequently Asked Questions
Who stars in the Reliance Jewels Diwali campaign?
Raveena Tandon and her daughter Rasha Thadani star in the film.
Who made the campaign?
The Script Room conceived it. It is directed by Punit Malhotra and produced by Karan Johar, Apoorva Mehta and Punit Malhotra under Dharma 2.O.
Where can customers buy the Diwali collections?
The collections are available at 130+ Reliance Jewels showrooms across India and online.
Source: MediaBrief, October 22, 2026.
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