Diwali Campaign TVC — 'Roshni Ka Tyohaar' Orchestral Score
Original orchestral score for a premium jewellery brand's 90-second Diwali television commercial, blending Indian classical motifs with cinematic orchestration to evoke warmth, family, and celebration.
The Challenge
A premium jewellery brand's Diwali ad tells a multi-generational family story in 90 seconds. The agency needed music that builds from intimate and nostalgic to grand and celebratory, mirroring the emotional arc — a grandmother giving her necklace to a granddaughter. The score had to feel premium, authentically Indian, and emotionally move viewers without overpowering the dialogue.
The Approach
Began with a detailed spotting session with the director and agency team. Chose a palette of santoor, bansuri (flute), and soft tabla for the intimate opening, gradually layering in strings, cellos, and a full cinematic brass section for the celebratory climax. Composed a simple 4-note family motif that transforms from a solo santoor phrase to a full orchestral statement. Recorded live santoor and bansuri at the studio; orchestral elements produced with high-end virtual instruments and careful humanization. Mixed in 5.1 surround for broadcast, with separate dialogue-safe stems.
The Result
The ad garnered 45 million YouTube views in its first week and trended on social media. Multiple viewers specifically praised the music in comments. The agency used the family motif as the brand's Diwali sonic signature for two consecutive years.
Deliverables
“The moment the santoor motif swells into the full orchestra, there isn't a dry eye in the room. Vivek understood the emotional story we were telling and elevated it beyond what we imagined.”
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