Festive Jewellery 2026: what India's top jewellers ran on Instagram

We used INFER RivalScope to collect, archive and score the top Instagram posts and ads of India's five largest jewellery brands across the 2026 festive season.

This is a study we ran ourselves, on public data, to show what INFER RivalScope does. No brand in it is an INFER client.

The question

What did India’s five largest jewellery brands put in front of people on Instagram during the 2026 festive season, and what can brand and marketing teams learn from it?

The festive season is when the category spends the most, but nobody sees their competitors’ posts and ads side by side.

What we ran

Brands: Tanishq, Kalyan Jewellers, Malabar Gold & Diamonds, CaratLane and Joyalukkas.
Window: 1 October to 10 November 2026, from Navratri and Durga Puja to Diwali.
Top 5 posts per brand: organic Instagram posts in the window, ranked by likes plus comments.
Top 5 ads per brand: ads placed on Instagram, from the Meta Ad Library, ranked by Meta’s own impressions order. The Ad Library shows no spend or likes for commercial ads in India, so rank, days running and variants are the performance signals.

RivalScope fetched each brand’s posts and ads, saved the top ten into one library and archived every image and video. An INFER analyst scored all 50 creatives on 14 attributes chosen for brand and marketing teams: creative role, occasion hook, product focus, talent, offer, call to action, six 1 to 5 scores, the key message and a takeaway. The dashboard read the study live, so every score entered updated the charts.

RivalScope in Ads mode, with a brand’s Instagram ads ranked by impressions

What we found

Ads sell, posts celebrate. 21 of 25 top ads led with an offer (84%). Only 3 of 25 top posts did (12%).
No top ad named Diwali. 10 of 25 top posts were anchored to Diwali, and none of the 25 top ads were.
Ads lose the emotion. Against posts, top ads scored lower on emotional pull (2.5 against 3.2) and festive relevance (2.6 against 3.1).
Tanishq was the one brand whose ads beat its posts (3.8 against 3.7) and the strongest overall at 3.7 out of 5.
Regional beat national for engagement. Tanishq’s Bengal-inspired Aagomon reel drew 13.6M views.
The gaps: men’s jewellery appeared in one creative of fifty, and none of the 50 were anchored to Dhanteras or Karwa Chauth.

What a brand team can take from it

The full findings, brand playbooks, standout creatives and recommendations are in the free report: Festive Jewellery 2026. To run the same study on your own competitors, see INFER RivalScope.

Real public posts and ads. Scores by one INFER analyst; a client study would add raters and check agreement.