All you need to do is look at the jewellery ads plastering the hoardings, occupying prime space in all newspapers and nearly every second ad spot on television to know that that the new improved Diwali -- bigger, brighter and better is here. And walking two steps ahead is Dhanteras.

Whoever had heard of dhanteras, until the saas-bahu serials and Bollywoodian lifestyles told us ignorant, simpletons in the south, that Diwali is all about buying diamonds? And gold and silver can only be poor seconds.

Advertising jewellery

Today every star of some fame to his or her name is advertising jewellery. Gold as only the Italians know best, or diamonds as only the Africans know best and so on and so forth.. 

Jewellery ads are not only aimed at those in love and brides waiting in the wings, or just-married couples - they are also targeted at the grandmas. All those yesteryear stars have made a come-back with jewellery ads. So there they are, weighed down with their heavy jewellery, complete with elaborate danglers and intricately designed chokers.

Check out this ad, calling all fond sons, to buy diamonds of the designer variety for their moms, while wife looks on - in mock jealousy of course - for she has already got her own designer diamonds.

Not to miss that ad telling grandpa with his dentures and diabetes, angioplasty, and arthritis to set aside some of that interest from his pension to buy a sparkling diamond for his dearly beloved wife. And why not, she did keep him company through the dentures and the diabetes, the angioplasty and the arthritis, didn't she? And like their grandchildren, they too can walk into the sunset hand in hand, till alzheimers do them part.

This dhanteras, every jewellery store worth its name in Bangalore has some contest or other. They are also open on all holidays and entice you with interesting and enticing offers.

Either they offer you a free Lakshmi pendant, an assured prize for every customer or have contests, where you have the chance to win another piece of jewellery or money back or to win that dream car. That they have managed to get to us is proof enough, from the serpentine queues the city witnessed these last few years on the day of danteras at all the jewellery stores.

So if you sadly thought, that this Diwali you could make do with some simple sparklers and home made burfi and ladoos and new clothes for the family from the discount store, then think again. You cannot afford to be poor this Diwali. Diwali is now for the rich and the restless, the wealthy and the weighty.