ROYCE’ Presents ‘Not Quite Ordinary’ for Diwali
Japanese chocolate maker ROYCE’ has launched ‘Not Quite Ordinary’, a new brand campaign for Diwali. The campaign places the familiar chocolate brand in unexpected settings, bringing together distinctive characters, unusual encounters and theatrical visual storytelling.
The campaign explores the idea that familiarity does not have to mean ordinary. For ROYCE’, originality remains central to its approach to chocolate. Carefully selected ingredients, attention to flavour and texture, and unexpected combinations continue to shape the brand’s offering.
A Surreal Take on Everyday Moments
Developed with creative director Pranoy Sarkar and stylist Devanshi Tuli, ‘Not Quite Ordinary’ combines rich colours, theatrical styling, composed performances and understated humour.
The campaign uses everyday situations as a starting point. It then transforms them into surreal, painterly worlds. Festivity comes through colour rather than conventional festive imagery.
Minimalism, clean lines and considered compositions reflect ROYCE’s Japanese heritage. At the same time, each setting grows from the products themselves. Recognisable scenes gain an unexpected detail that changes their mood, while ROYCE’ remains a familiar point of connection.
Celebrating Individual Taste Through Gifting
The campaign also connects with the personal nature of Diwali gifting. Choosing a gift often begins with understanding the recipient’s preferences, from favourite flavours to the small details they appreciate.
ROYCE’ brings this idea to its festive offering by combining familiar chocolate selections with a sense of anticipation. The campaign positions gifting as a thoughtful way to recognise individual tastes and make the experience feel personal.
Samir Gadhok, Founder, Burgundy Brand Collective, said:
“There is a quiet confidence to ROYCE’ that gave us room to be playful with this campaign. We wanted the work to leave people with a sense of pleasure and curiosity—the same feeling we hope they experience when they receive a gift of our chocolate. It is an imaginative expression of the care that people associate with the brand.”
Avani Raheja, Founder, Burgundy Brand Collective, added:
“Our customers know what they love, and why. We wanted to reflect that thoughtfulness and independence of taste.”
ROYCE’ Festive Gift Collection
The limited-edition Festive Gift Collection extends the campaign’s focus on personal gifting. It features three designs: Lumina, Starlight and Sunburst.
Each design has its own colour palette, gold accents and distinctive opening details. The collection comes in Small and Large assortments.
Selections include Pure Chocolate, Chocolate Wafers and Prafeuille Chocolat. Contents vary by box, offering different combinations of flavours and textures.
The Festive Gift Collection is available online at ROYCE’ India, with prices starting at ₹3,195, inclusive of taxes.
