Jio Financial Services Limited (JFSL), which meets the core financial needs of Indians through its simple, seamless, and smart financial services offered via the JioFinance app, launched an innovative brand marketing campaign this Diwali centred around the meaningful and resonant symbol of the ‘Diya’.

The film, which celebrates the close ties of family and community that give this festival its significance, is entirely created with Generative AI. This highlights the company’s dedication to using smart, technology-driven solutions to turn dreams into reality and promises into progress, as mentioned in the press release.

Surbhe S Sharma, CEO of Jio Finance Platform and Service Limited, states, “For us at JioFinance, the Diya is more than just an app icon or a cultural symbol; it is our promise to customers. It reflects our core values: quiet confidence and the clarity that better financial choices can light our way to progress. By using GenAI to bring this heartfelt story to life, we are showing our dedication to using technology as a force for good in our effort to democratise and simplify financial services.” Jio Financial Services Ltd. (formerly Reliance Strategic Investments Ltd.)

The campaign, titled “Har Ghar #KhushiyonKaDiya,” showcases the Diya, the icon of the JioFinance app, as a symbol of warmth and new beginnings. It acts as a beacon of hope that crosses barriers of geography, generations, and socio-economic conditions, much like the financial services offered by JioFinance, which are meant for all Indians.

The film, produced by Mumbai-based creative agency EiPi Media, visually connects the gentle glow of the festive lamp—the first spark at dusk, laughter in the corridors—with the feeling financial services should evoke: simple, reassuring, and designed for the customer’s life, according to the press release.