New Delhi, Aug. 20 -- Every Diwali, offices across India go through the same ritual - decorations go up, sweets get passed around, and somewhere in the mix, a gift gets handed to every employee and partner. Most of those gifts are forgotten by the time the diyas burn out. Titan Corporate Gifting's latest B2B campaign, "The Joy That Lasts", was built to change that pattern. Timed to this year's Diwali season, the campaign rests on one idea: a year of contribution deserves a gift that means something, not just one that checks a seasonal box.

Titan's approach started with a question worth asking - what actually makes gifting work? Not the price tag, and not the packaging. What stays with people is the feeling that someone noticed their effo...