Bvlgari hosted a grand Diwali celebration at the City Palace in Jaipur, Rajasthan, attended by industry personnel, media, celebrities, and watch lovers from around the country. At the centre of the celebrations was the brand’s newest campaign, “Passing the Light”, an artistic terracotta installation created in collaboration with Indian artist Doyel Joshi. India ranks amongst the top 10 global markets for Italian brand Bvlgari, and the initiative unfolds the latest chapter in Bvlgari’s ongoing dialogue with India. It represents contemporary art alongside India’s traditional craftsmanship, paying tribute to the festival of light, cultural heritage, and the transmission of skills across generations.

‍

‍

The installation is made of 4,500 hand-sculpted terracotta elements inspired by traditional Indian diyas. The arrangement of this large-scale artwork takes cues from the distinctive scale pattern of Bvlgari’s Serpenti motif, found in its most popular jewellery and watch collections. The 18K yellow-gold and stainless-steel Serpenti Seduttori (Ref. 104061) also accompanied Joshi on her wrist for the campaign.

‍

‍

Also Read: MB&F and Bvlgari unite to create the futuristic Serpenti

‍

Joshi chose terracotta for its longstanding place in Indian culture, where it has been used to create sacred, functional, and personal objects. During Diwali, the diya serves as a symbol of light, hope, renewal, and togetherness.

‍

‍

Behind the artwork were members of the kumhar pottery community and local craftswomen who shaped these pieces. The artisans work through a dedicated social enterprise and have been recognised as co-creators of the project. Joshi draws parallels between both cultures, where knowledge and traditions are passed on from one generation of craftspeople to the next – like Bvlgari’s own workshops, where goldsmithing techniques are handed down through generations.

‍

‍

Also Read: Stone dials for the new Bvlgari Bvlgari

‍

Each of the terracotta elements contributes to creating patterns of light and shadow, representing the continuity of artistic knowledge. Joshi described the collaboration as a conversation between two traditions in making – one shaped in clay and the other in gold. Bvlgari CEO Laura Burdese said the project reflects the maison’s longstanding connection with India and its belief that craftsmanship and heritage can be carried forward through contemporary creativity.

‍

‍

The initiative also includes a digital campaign centred on a hero film that follows terracotta’s journey from earth to kiln to finished form. Without narration, the film focuses on the work of Indian artisans and the shared gestures, discipline, and dedication that connect craftspeople across Indian and Roman traditions.

‍

Images: Bvlgari

‍