Q] Ananya brings a much younger, more fluid tone, quite different from Tanishq’s earlier campaigns. Is this a move to connect with Gen Z or younger consumers?
With Tanishq, our consumers are at the heart of everything that we do. When we talk about the modern Indian woman today, we see her as a continuum. It is less about age and more about mindset, how she thinks and views the world. It is this persona that we target.
We are very excited to have Ananya on board. We believe she is symbolic of the young, modern Indian woman today. She brings a beautiful balance of modernity and traditional rootedness, and you see that in everything that she does. We see the Tanishq woman as someone who is strong yet vulnerable, complete yet real, and Ananya does that quite beautifully. She is emotionally authentic, relatable, and very real. Most importantly, when it comes to styling and being fashion forward, she stands out. There is a strong sense of individuality and a certain effortlessness in the way she carries herself. To that extent, it is a great collaboration for us. With this partnership, we do hope to expand the audience we are relatable to as a brand, and that is what we hope to do as we go ahead.
Q] You’ve shifted to a younger brand ambassador, how do you ensure that this shift doesn’t alienate the consumers who have grown with the brand?
It is all about mindset, modern perspectives, lived experiences and lived realities- which are at the core of the brand. It is about authenticity. As long as the essence of Tanishq is not compromised, the face of the brand will not alienate its consumers. For over 30 years, Tanishq has been about being the voice of the brand and celebrating the modern Indian woman’s perspective, and at times manifesting her aspirations and dreams. As long as this core essence remains intact, the faces of the brand may change, but we do not believe that will alienate anyone.
Q] In an age when the diamond category is seeing a major shift with LGDs (Lab Grown Diamonds) you seem to be prioritising natural diamonds as evident with the Festival of Diamonds collection and the Shabana Azmi-Javed Akhtar ad. How do you retain this focus?
There are certain moments where only a natural diamond will do, because when someone buys a natural diamond, they are buying into an emotion, a sense of preciousness linked to life’s milestones and a store of value. When we looked at Javedji and Shabanaji’s relationship, we saw a beautiful balance of individuality and a timeless bond, and for such unique relationships, we truly believe only a natural diamond is appropriate. When they came on board with Tanishq for the first time as an on-screen couple, it felt like a privilege to take them on the natural diamond journey.
We see LGDs as a different segment of the market. In India, diamond penetration is around 10–12%, while aspiration remains very high. Some consumers may not yet be ready to take the first step towards buying a natural diamond and may opt for alternatives, while others may be driven more by adornment and sparkle than emotion or store of value. What we will continue to do is celebrate what natural diamonds and Tanishq Natural Diamonds stand for—not just as a stone, but as a precious and meaningful emotion, and that will remain our focus going forward.
Q] What consumer insight prompted the launch of the Diamond Expertise Centre, and what early impact are you seeing?
About 25–30 years ago, Tanishq introduced the Karatmeter to meet a consumer need for transparency in gold buying, because transparency builds trust. As we mark 30 years in India, we launched the Diamond Expertise Centre for the same reason, there is growing confusion around what defines a natural diamond and how to buy one. The Diamond Expertise Centre, uses technology to identify natural diamonds and test light performance through tools like the light scope machine, helping consumers go beyond technical parameters to understand what truly impacts a diamond’s performance and feel confident in their choice. While it is still early days, consumers are already coming with jewellery bought elsewhere to test, leading to increased footfall, more time spent in-store and trained gemologists guiding consumers. In that sense, the Diamond Expertise Centre is becoming today’s diamond equivalent of the Karatmeter for Tanishq.
Q] With the industry seeing a strong digital shift, how is Tanishq dividing its investments across TV, print and digital today? Which medium is weighing more, and does television still hold relevance?
We approach media planning very scientifically, starting with the job to be done and choosing channels based on that objective. That said, our investment in digital has increased significantly across brand, performance, influencers and OTT, planned closely with our media partner, Madison, based on the role each medium needs to play. At the same time, nothing matches TV when it comes to reach and large-scale impact, especially shared family viewing. While the definition of TV is evolving, with OTT blurring the line between television and digital and consumer behaviour still transitioning, television continues to play an important role in building narratives and delivering reach. What is changing is the screen, not the relevance of TV.
Q] Tanishq has traditionally focused more on brand building than performance marketing. Do you see that balance changing?
We have always focused on winning the hearts of our consumers by being the cheerleader and, at times, the voice of the modern Indian woman through our films and campaigns, with brand building at the core of what we do. At the same time, we bring her desires and aspirations to life through design-led narratives, whether it is the ‘Mriganka’ campaign during Diwali, collections like Radiance and Rhythm, or the ‘Festival of Diamonds’, each rooted in consumer insights and evolving trends. Going forward, we will continue to do both: build the brand while ensuring it is meaningfully experienced in-store, because a brand is ultimately a 360-degree experience.
Q] How has 2025 been for Tanishq, and what communication learnings from the year will shape your planning for 2026?
For us, the modern Indian woman is not just a muse, she is the brand, and as she evolves, our narratives evolve with her. In 2025, along with singular brand stories, we leaned strongly into regional storytelling through campaigns like ‘Srijonis’ in Bengal, which highlighted everyday acts shaping new Bengaliana, and ‘Pudumai Penn’ in Chennai, which celebrated women as both custodians of culture and agents of change passing values to the next generation. This regional lens will continue. The second learning is that consumers want to buy with greater clarity, reinforcing the need to empower them through proof and authenticity, which has led to initiatives like the Diamond Expertise Centre that we will continue to build on. The third area is digital and influencers. Using digital platforms in an organic, native way has helped us stay relatable and relevant, while also giving our content a longer shelf life. These are approaches we tested in 2025, saw strong wins with, and will carry forward into 2026.
PROFILE
Pelki Tshering, Chief Marketing Officer, Tanishq (Titan Company Ltd.) is an MBA graduate from the Faculty of Management Studies at the University of Delhi. Her professional journey began at The Coca-Cola Company, where she drove the non-carbonated beverages portfolio, managing brands like Limca and Kinley. She then transitioned to Tata Global Beverages, where she spearheaded the innovation agenda, launching products such as Tata Cha (Tata’s Tea cafe chain), Tata Coffee, and various RTD beverages. Her extensive experience spans nearly 20 years in marketing, innovation, business, and strategy, with a decade of that time spent within the Tata Group.
ABOUT THE BRAND
Tanishq, India’s jewellery brand from the TATA Group, is known for superior craftsmanship, exclusive designs and assured quality. Trusted for understanding the evolving aspirations of Indian women, the brand champions transparency with Karatmeters in every store. Today, Tanishq operates 500+ exclusive boutiques across more than 300 cities nationwide.
FACTS
PR Agency: Adfactors PR
Creative Agency: Lintas
