Opinion
Mithila Saraf
Oct 09, 2025

Festive ads trade perfection for presence

Once steeped in curated glamour, India’s festive ads now celebrate authenticity, with brands like Tanishq and Azorte trading polished perfection for raw, relatable emotion.

Brands are replacing polish with presence, spotlighting imperfect rangolis, candid laughter, and even casual wear at Diwali dinners.

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