Tanishq has rolled out its latest brand campaign featuring actor Ananya Panday as the face of the brand. Conceptualised by Lintas, the campaign highlights the timeless appeal of natural diamonds while introducing Tanishq’s Festival of Diamonds and an expansive range of contemporary designs.
Anchored in the thought “Give wings to the girl within,” the campaign explores how diamond jewellery evokes a sense of playful curiosity and emotional freedom. Set in an intimate green-room environment, the film opens with a carefree little girl delighting in trying on diamond jewellery, before seamlessly revealing her as Ananya Panday in the present day, reflecting continuity between childhood wonder and modern womanhood.
Through this visual narrative, the campaign positions jewellery as an everyday expression of individuality rather than an occasional indulgence. The film is set to an upbeat soundtrack composed by Rahul Pais and sung by Suman Shridhar, reinforcing the spontaneity and joy associated with diamonds.
As Tanishq’s brand face, Ananya Panday represents a new-age muse, modern, expressive and emotionally assured, aligning with the brand’s evolving connection to women who view jewellery as an extension of personal identity.
Pelki Tshering, Chief Marketing Officer, Tanishq, speaking at the launch, said the campaign captures the instinctive joy that natural diamonds evoke, while Ananya Panday noted that the narrative resonated deeply by celebrating self-expression and the confidence women carry every day
Speaking on the film, Arpan Bhattacharyya, Executive Director and Head of Creative Copy, Lintas, said the campaign captures the emotion diamonds evoke in almost every woman. “It’s that pure, uninhibited, almost childlike joy that awakens within, especially when she’s presented with an almost endless choice of exquisite diamonds at never-before discounts. We’ve crafted a film that playfully brings alive the magic of the Tanishq Festival of Diamonds.”
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