ROYCE' Launches Not Quite Ordinary, A Surreal Diwali Campaign
ROYCE' has launched Not Quite Ordinary, a Diwali brand campaign for the Japanese chocolate maker that places its familiar boxes in surreal, painterly settings, populated by characters who seem entirely at ease with them.
- Brand: ROYCE' Chocolate, brought to India by Burgundy Brand Collective
- Campaign: Not Quite Ordinary
- Creative director: Pranoy Sarkar; stylist: Devanshi Tuli
- Product: Limited-edition Festive Gift Collection, from ₹3,195
View this post on Instagram
The Idea Behind Not Quite Ordinary
That becoming familiar need never mean becoming ordinary. A box of ROYCE' is easy to recognise; the world it sits in this Diwali takes longer to place. The campaign pairs rich colour and theatrical styling with composed performances and understated humour, and each character's personality comes through in a glance, a gesture or a way of dressing.
How The Scenes Were Built
Sarkar started from the everyday. Mundane scenes become surreal, painterly worlds, and festivity is carried by colour rather than the obvious markers of the season. Minimalism, clean lines and considered composition nod to the brand's Japanese heritage. Every scene was designed around the products, with the settings growing out of them: each begins with something recognisable, then lets one unexpected detail shift its mood.
"There is a quiet confidence to ROYCE' that gave us room to be playful with this campaign," said Samir Gadhok, founder, Burgundy Brand Collective. "Our customers know what they love, and why," added Avani Raheja, also a founder of Burgundy Brand Collective. "We wanted to reflect that thoughtfulness and independence of taste."
The Festive Gift Collection
The campaign arrives with a limited-edition Festive Gift Collection in three designs, Lumina, Starlight and Sunburst, each with its own colour palette, gold accents and opening details. Each comes in small and large assortments, with selections including Pure Chocolate, Chocolate Wafers and Prafeuille Chocolat. The collection is sold online at royceindia.com, with prices starting at ₹3,195 including taxes.
Founded in Sapporo, Hokkaido in 1983, ROYCE' was introduced to India by Burgundy Brand Collective in 2013. The campaign's bet is that premium Diwali gifting is about knowing the person receiving it, which is why it sells a familiar favourite through a world that feels anything but.
More campaigns on Ad Tribe.