Reflective of its digital-first DNA, JioFinance’s latest brand marketing film blends human insight with intelligent technology to showcase how finance should be simple, reassuring and personalised, just like our special bonds with loved ones
Mumbai, October 23, 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 honors 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.”
JFSL Corporate Communications:
| Aveek Datta
aveek.datta@jfs.in |
Shruti Singh
shruti.singh@jfs.in |
About Jio Financial Services Limited:
Jio Financial Services Limited (JFSL) is a Core Investment Company (CIC) registered with the Reserve Bank of India. As a new-age institution, JFSL operates a full-stack financial services ecosystem through customer-facing subsidiaries, including Jio Credit Limited, Jio Insurance Broking Limited, Jio Payment Solutions Limited, Jio Leasing Services Limited, Jio Finance Platform and Service Limited, and Jio Payments Bank Limited.
Through a 50:50 joint venture with BlackRock, JFSL offers asset management services in India through Jio BlackRock Asset Management Private Limited. The JV with BlackRock also proposes to offer wealth management and broking services through two other entities – Jio BlackRock Investment Advisers Private Limited (for wealth management) and Jio BlackRock Broking Private Limited.
JFSL has entered into a 50:50 joint venture with the Allianz Group and has set up Allianz Jio Reinsurance Limited to offer reinsurance services in India, subject to regulatory approvals. The two entities have also signed a non-binding agreement to explore opportunities in general and life insurance.
With a digital-first model, JFSL is committed to enhancing the financial well-being of Indian citizens by enabling them to borrow, transact, save, and invest seamlessly. Through the JioFinance app, customers can access a wide range of solutions including loans, savings accounts, UPI, bill payments, recharges, digital insurance, financial tracking and management tools, and more.
For more updates, please visit www.jfs.in | Follow JFSL on Instagram: @OfficialJioFinance | X: @JioFinance1 | Facebook: @JioFinance | LinkedIn: @Jio Financial Services Limited
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