#KhushiyonKaDiya: Jio Financial Services releases new AI-generated brand marketing film celebrating human connections this Diwali

Mumbai(25/10/2025): Jio Financial Services Limited (JFSL), which caters to the core financial needs of Indians through its simple, seamless and smart financial services offered through the JioFinance app, launched an innovative brand marketing campaign this Diwali, centered around the profound and resonant symbol of the ‘Diya’.

The film, which honours the intimate bonds of family and community that make this festival meaningful, is entirely crafted using Generative AI, underscoring the company’s commitment to leveraging intelligent, tech-driven solutions designed to turn aspiration into action, and promise into progress.. The campaign, titled “Har Ghar #KhushiyonKaDiya”, positions the Diya, the icon of the JioFinance app, as a symbol of warmth and new beginnings.

It is a ray of hope that cuts through barriers of geography, generations and socio-economic circumstance, akin to the financial services offered through JioFinance, which are designed 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 built for the customer’s life.

Surbhe S Sharma, CEO, Jio Finance Platform and Service Limited says: “For us at JioFinance, the Diya is more than just an app icon or a cultural motif; it is our promise to customers.

It reflects what we stand for: quiet confidence and the clarity that better financial choices can illuminate our path to progress.

By leveraging GenAI to bring this heartwarming story to life, we are demonstrating our commitment to leveraging technology as a force for good in our journey to democratize and simplify financial services.”.