ROYCE’ turns Diwali gifting not quite ordinary from ₹3,195

ROYCE’ has given Diwali gifting a surreal spin with “Not quite ordinary”, a new campaign that replaces predictable festive backdrops with rich colour, theatrical styling and understated humour.

01 · Familiar scenes, unexpected moods

Developed with creative director Pranoy Sarkar and stylist Devanshi Tuli, the work turns everyday moments into painterly, offbeat settings. Clean lines and considered compositions nod to the Japanese chocolate maker’s craft, while colour carries the festive feeling instead of conventional festive imagery.

Each scene is built around the products. Familiar situations appear first, then an unexpected detail changes the mood, leaving ROYCE’ chocolate as the natural point of connection within an unusual world.

02 · Gifting as knowledge plus discovery

The campaign links the brand’s focus on individual taste to Diwali gifting. For ROYCE’, choosing a gift is an act of familiarity with the recipient: their favourite flavours, habits and the small details that make a present feel personal. The ask is to pair the reassurance of a known favourite with the anticipation of something new.

“There is a quiet confidence to ROYCE’ that gave us room to be playful with this campaign,” said Samir Gadhok, founder, Burgundy Brand Collective. “We wanted the work to leave people with a sense of pleasure and curiosity—the same feeling we hope they experience when they receive a gift of our chocolate.”

Avani Raheja, founder, Burgundy Brand Collective, added: “Our customers know what they love, and why. We wanted to reflect that thoughtfulness and independence of taste.”

03 · The festive range, decoded

The brand has turned the campaign idea into packaging with its limited-edition Festive Gift Collection:

• Three designs—Lumina, Starlight and Sunburst—each with its own colour palette, gold accents and opening details.
• Small and Large assortments with Pure Chocolate, Chocolate Wafers and Prafeuille Chocolat.
• Starting price of ₹3,195, inclusive of taxes, available online at royceindia.com.

For brand leaders, the execution is a reminder that festive work does not have to get louder. The product can anchor the story, and a single unexpected detail can make a known brand feel worth discovering again.

Source: Campaign India

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.