This is a print advertisment for a jewellery brand in India and it features an Indian woman adorned in a beautiful sari holding a plate (known as "Aarti") with clay lamps (also known as "Diyas")filled with oil to signify the triumph of good over evil.
Diwali is one of the largest festivals celebrated all over India. These little lamps signify the light that empowers us to commit ourselves to good deeds, that which brings us closer to divinity. During Diwali, lights illuminate every corner of India and the scent of incense sticks hangs in the air, mingled with the sounds of fire-crackers, joy, togetherness and hope. Diwali celebrations are spread over five days and one of the day is actually considered to be an auspicious day to buy gold jewellery, utensils etc.
This advertisement elicited nostalgic memories of the rituals so deeply associated with Diwali. Preparations of Diwali would start a month in advance with every corner of the corner cleaned and it included the attics as well! Shopping for new clothes, preparation of sweets and most importantly, shopping for fire crackers, clay lamps (featured in the ad). This advertisment reminds me of all those beautiful things that come with this wonderful festival iike getting up in the morning, taking part in the festivities like lighting clay lamps, sitting through the (long) Diwali puja (prayers) and finally, bursting crackers! What fun!!!:)
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