Passing the Light- Bvlgari celebrates Diwali with its first-ever global Diwali campaign, created in partnership with Indian artist Doyel Joshi

 

The monumental installation "Passing the Light" comprising of 4,500 hand-sculpted terracotta lamps inspired by the traditional diya and reminiscent of the iconic scales of Bvlgari's Serpenti was unveiled on 11^th Oct, at the Jaipur Centre for Art. The artwork is a collaborative effort between artist Doyel Joshi and the kumhar community and the local craftswomen who shaped each terracotta piece.

Earlier during the day, at a panel discussion held in conjunction with the event, author and columnist Twinkle Khanna appreciated Bvlgari’s commitment to co-authorship, and a celebration of the artisans as co-creators.

Regarding the initiative, Laura Burdese, CEO, Bvlgari expressed, "Diwali, with its timeless celebration of light, speaks to something deeply universal: the renewal of hope, the strength of togetherness, and the enduring power of tradition to illuminate the present."

The installation which was unveiled in the evening, came alive with undulating patterns of light and shadow, while symbolizing the lasting passage of knowledge, creativity, and light through generations. The formal and geometrical structure of the clay elements acquired a sense of plasticity and kinesis through the play of light. It was a commemoration of the material; a receptacle of generations of memory, history and an expression of continuity. The work in terracotta, rooted in Indian tradition and heritage, also draws a parallel with the goldsmithing experience and flair passed down through generations in Bvlgari's ateliers – two vastly different materials - clay and gold.

The unveiling of the art installation was attended by author and columnist Twinkle Khanna; Stéphane Larher, Managing Director, Bvlgari Middle East, Africa & India; artist Doyel Joshi; and art patron Noelle Kadar, co-founder of the Jaipur Centre for Art.

Artist Doyel Joshi, who brought a contemporary vision to the terracotta diyas elaborates, “Terracotta is not a humble material. It is a universal one. A diya belongs to the street and to the palace equally; it transcends socio-economic structures.” She adds, “Working with Bvlgari on this installation has been a conversation between two very different histories of making, one shaped in clay, the other in gold, that speak, in the end, the same language of transmission. This installation carries the generational knowledge of the earth it is made from and the hands that made it, passing the light forward.”

The modular format of the installation lends it flexibility to adapt to various spaces and be site-specific as it travels to other locations, and it will be interesting to see it in its iterated forms.

It is encouraging to witness globally renowned brands such as Bvlgari, initiate meaningful dialogs around arts, crafts and cultural resonance, within local and international contexts. Such engagements are vital for the cultural landscape and help in creating a lasting impact. 

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