The festival of light, Diwali, is around the corner and Bvlgari is celebrating it with its latest global campaign ‘Passing the light’, the highlight of which is a campaign collaboration with Indian artist Doyel Joshi. Unveiled at the City Place in Jaipur, the idea of ‘Passing the light’ is personified by Joshi’s installation that comes alive through patterns of light and shadow. It features 4,500 hand-sculpted terracotta elements inspired by the traditional Indian diyas, arranged in the brand’s most iconic Serpenti pattern.
Celebrating Indian craftsmanship as well as the transmission of traditional skills across generations, the artist collaborated with the Indian kumhar community and local craftswomen to make the installation come to life. The art piece draws parallels between traditional pottery and Bvlgari’s own goldsmithing heritage, where craftsmanship and techniques are preserved and shared across generations. In Indian culture terracotta, a natural, kiln-fired earthen clay is regarded as sacred, functional, and deeply personal, specially for Diwali, in which terracotta diyas are made, showing hope, revival, and togetherness across generations.
The brand has also revealed a digital campaign, showing the journey of the material transition from earth to kiln to finished form.
“Terracotta is not a humble material. It is a universal one. A diya belongs to the street and to the palace equally; it transcends socio-economic structures. Celebrations are collective, not singular. Working with Bvlgari on this installation has been a conversation between two very different histories of making, one shaped in clay, the other in gold, that speak, in the end, the same language of transmission. This installation carries the generational knowledge of the earth it is made from and the hands that made it, passing the light forward,” says Doyel Joshi about the collaboration.
“True luxury is not simply about creating something beautiful; it is about giving meaning to what we inherit, preserving the knowledge and stories carried through generations, and allowing them to evolve with relevance and imagination. It is through this continuous dialogue between heritage and the present that culture remains alive, and that beauty becomes a bridge between people, places and generations,” adds Laura Burdese, CEO of Bvlgari.
Images: Courtesy Bvlgari
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