India, Nov. 1 -- Diwali is the season when the consumerist blitzkrieg babbles newer narratives that mirror growing aspirations for gold, told and untold.

Nothing quite resonates new relationship realities or changing domestic dynamics better than the season's Diwali marketing mega-messaging.

Famous faces carry more weight when driving home contemporary scenarios. Sample the Shraddha Kapoor ad for Dhanteras jewellery buying. First, it takes potshots at the over-syrupy jewellery ads that try to depict the Barjatya brand of "Hum Saath-Saath Hain" family bonhomie or the "Kyunki Saas Bhi Kabhi Bahu Thi" kind of saas-bahu shifting relationship. Shraddha is sarcasm personified when she says, "Itni happy family....Itni meethi saas...sirf Diwali...