The report

1. 

   Creative report · November 2026

   Festive Jewellery 2026

   What India’s five largest jewellers put on Instagram from Navratri to Diwali, and what brand teams can take from it.

   Tanishq · Kalyan Jewellers · Malabar Gold & Diamonds · CaratLane · Joyalukkas

2. Executive summary

   Paid media sold the season; organic posts celebrated it

   84%

   of top ads lead with an offer, against 12% of top posts.

   0 of 25

   top ads name Diwali. 10 of 25 top posts do.

   3.7 / 5

   Tanishq scores highest, and is the only brand whose ads outscore its posts.

   13.6M

   views on Tanishq’s Bengal-focused Aagomon reel, the most-viewed creative in the study.

   So what: brands that put the offer inside their festive story, instead of in place of it, kept their creative scores up in paid media.

   INFER Insights · Festive Jewellery 2026 · 50 creatives, scored by one INFER analyst

   2

3. Scope and method

   Fifty creatives: each brand’s top five posts and top five ads

   Window	1 October – 10 November 2026: Navratri, Durga Puja, Karwa Chauth, Dhanteras and Diwali
   Brands	Tanishq, Kalyan Jewellers, Malabar Gold & Diamonds, CaratLane, Joyalukkas
   Top 5 posts	Organic Instagram posts in the window, ranked by likes plus comments
   Top 5 ads	Ads placed on Instagram in India, ranked by Meta’s own impressions order in the Ad Library (spend and engagement are not public)
   Scoring	14 attributes per creative: six 1–5 scores and eight descriptors, entered by one INFER analyst after viewing each creative
   Archive	Every image and video stored locally (181 files), so the study survives deleted posts and expired ads

   INFER Insights · Data collected 11 Nov 2026 with INFER Instagram Research

   3

4. The scoring frame

   Six questions every creative was scored on, 1 to 5

   01

   Brand recognisability

   Could you name the brand with the logo covered?

   02

   Festive relevance

   Does it belong to this season rather than any month?

   03

   Product visibility

   Is the jewellery shown clearly, early and at its best?

   04

   Emotional pull

   Is there a story, a ritual, family or aspiration?

   05

   Distinctiveness

   Does it look different from the rest of the category?

   06

   Message clarity

   Could a viewer repeat the one idea back?

   The creative score is the mean of the six. Each creative was also tagged for role, festival hook, product focus, talent, offer and call to action, with its key message and a takeaway in words.

   INFER Insights · Festive Jewellery 2026

   4

5. Brand scorecard

   Tanishq leads on creative; CaratLane wins on product, not brand

   Brand	Overall	Brand	Festive	Product	Emotion	Distinct	Clarity	Posts	Ads
   Tanishq	3.7	4.4	3.1	3.7	3.3	4.1	3.9	3.7	3.8
   Kalyan Jewellers	3.4	3.1	2.8	3.9	3.4	3.4	4.0	3.5	3.3
   Malabar Gold & Diamonds	3.3	4.3	3.2	2.8	2.7	2.7	3.8	3.5	3.0
   CaratLane	3.3	2.7	2.3	4.6	2.2	3.6	4.2	3.4	3.1
   Joyalukkas	3.1	3.6	2.8	3.1	2.6	2.9	3.9	3.3	3.0

   Tanishq

   Strongest brand cues (4.4) and the most distinctive look (4.1).

   CaratLane

   Best product visibility (4.6), weakest brand cues (2.7).

   Malabar

   Highly recognisable (4.3) but the least distinctive (2.7).

   INFER Insights · Mean scores, 1–5, n = 10 per brand · teal = highest in column

   5

6. Finding 1 · Offers

   Ads sell, posts celebrate: 21 of 25 top ads lead with an offer

   Top ads

   Top posts

   Number of creatives, of 25 each

   Gold-rate lock or price offer

   10

   2

   Making-charge discount

   6

   1

   Exchange or gold-for-cash

   5

   0

   No offer

   4

   22

   

   Malabar: up to 30% off, 28 variants

   

   Kalyan: up to 40% off for Chhath

   

   Joyalukkas: gold for cash

   INFER Insights · Top 5 ads and top 5 posts per brand, 1 Oct – 10 Nov 2026

   6

7. Finding 2 · Festival hooks

   Not one top ad named Diwali; ten top posts did

   Top ads

   Top posts

   Number of creatives, of 25 each

   Diwali

   0

   10

   Navratri / Pujo

   0

   5

   Weddings

   4

   1

   “This festive season”

   11

   4

   No festival

   10

   5

   

   Post · CaratLane

   “Which one is your Diwali party pick?” 9.3M views.

   

   Ad · Tanishq

   “This festive season”, with ₹301/g off gold.

   INFER Insights · Festival hook as scored per creative; Dhanteras and Karwa Chauth: 0 of 50

   7

8. Finding 3 · Paid versus organic

   In paid media, emotion and festive relevance drop the most

   Top ads

   Top posts

   Mean score, 1–5

   Emotional pull

   2.5

   3.2

   Festive relevance

   2.6

   3.1

   Distinctiveness

   3.3

   3.4

   Product visibility

   3.6

   3.7

   Message clarity

   3.9

   4.0

   Brand cues

   3.8

   3.5

   The exception

   

   Tanishq took its organic Adhyantara world into its offer ads. Its ads scored 3.8, its posts 3.7: the only brand whose paid work scored higher.

   INFER Insights · Means across 25 top ads and 25 top posts

   8

9. Finding 4 · Regional stories

   Regional stories drew the biggest audiences

   

   Post · Tanishq · Bengal

   13.6M views

   Aagomon: Bengal’s Rajbari arches turned into gold, for the Pujo market. 27,090 likes.

   

   Post · Malabar · Bengal

   6.4M views

   Chitrangi: Rukmini Maitra wears gold inspired by Bengal’s artistry. 7,392 likes.

   

   Post and ad · Kalyan · Chhath

   0.5M views, 4.2 / 5

   The only brand to claim Chhath, in a top post and in its top-scoring ad.

   INFER Insights · Views and likes as public on Instagram, 11 Nov 2026

   9

10. Brand playbooks

    Five brands, five ways to play the festive season

    

    Tanishq

    3.7

    One ownable world, carried from posts into offer ads cut state by state.

    

    Kalyan

    3.4

    Cinematic films in posts; always-on product and purity ads that ran about 60 days.

    

    Malabar

    3.3

    A roster of stars in one offer template, tested in up to 28 variants of an ad.

    

    CaratLane

    3.3

    Product-first and playful; cheap reels drew 9.3M and 7.2M views, but brand cues are thin.

    

    Joyalukkas

    3.1

    Ambassador-led Diwali posts; paid spent on gold-for-cash and wedding rate locks.

    INFER Insights · Creative score, mean of six 1–5 questions, n = 10 per brand

    10

11. Standout creatives

    The six creatives to study before next season

    

    Post · Tanishq

    Top score, 4.3

    13.6M views. A regional story with the gold up front.

    

    Post · Kalyan

    Most liked

    58,337 likes. A cinematic bridal film, posted in two cuts.

    

    Post · CaratLane

    Humour works

    7.2M views for “may cause excessive stacking”.

    

    Ad · Kalyan

    Top ad, 4.2

    A festival, a big offer and the product in one frame.

    

    Ad · Tanishq

    Weddings, 3.8

    Bridal sub-brand plus an exchange offer.

    

    Ad · CaratLane

    Most distinct

    A cactus prop makes one bangle unforgettable: 5 of 5.

    INFER Insights · Scores are means of six 1–5 questions; views and likes as public on Instagram

    11

12. White space

    Where the category left room for a challenger

    0 of 50

    Dhanteras and Karwa Chauth

    Two of the season’s biggest buying days anchor no creative.

    0 of 25

    Festive stories in paid

    No top ad names Diwali. A story with an offer would stand alone.

    1 of 50

    Men’s jewellery

    One always-on Kalyan ad. No festive creative for men or for gifting to them.

    1 of 50

    Wedding guests

    Brides are everywhere; the far larger guest audience got one ad.

    

    The only men’s creative: Kalyan, “Sleek. Bold. Effortless.”

    INFER Insights · Counts across the 50 scored creatives

    12

13. Recommendations

    Five moves for brand teams planning the next festive season

    01

    Put the offer inside the story. Carry the campaign world into paid, as Tanishq did, instead of swapping it for a sale layout.

    02

    Plan regional cuts early. Bengal-specific films drew the largest audiences; Pujo, Chhath and southern markets each deserve their own.

    03

    Claim the buying days. Dhanteras and Karwa Chauth went unclaimed in all fifty creatives.

    04

    Open on the product and the brand. Product-first reels earn views; add the brand cues CaratLane leaves out.

    05

    Make one offer readable on a phone. Four offers in one frame read as clutter at feed size.

    INFER Insights · Festive Jewellery 2026

    13

14. Appendix

    Method notes and caveats

    Ranking

    Posts by likes plus comments on each brand’s own account. Ads by Meta’s “impressions: high to low” order on each brand’s Ad Library page, Instagram placements in India.

    What isn’t public

    Spend, reach and engagement for commercial ads in India. Ads still running on 11 November are counted to that date.

    Clean-up

    Duplicate creatives counted once. Tanishq ads taken by page ID. Kalyan’s recruitment ad and its Candere page left out, so its five are Meta ranks 2, 3, 4, 9 and 13.

    Scoring

    One INFER analyst scored all fifty after viewing each creative. A full study would add raters and check their agreement.

    Collected 11 November 2026 with INFER Instagram Research; every creative is archived with its source link. Contact: aashil@infersurveys.com

    INFER Insights · Festive Jewellery 2026

    14